I chose this letter (which continues to work very well to both house and outside lists) because  of the cool handwriting and doodles in the margins. This goes back to the concept  of ...

I always load up my ads with urgency. You never want to let your reader think she has the luxury to put the copy aside and think about the offer. World-class salesmen know ...

Another simple tactic to get extra readership out of an ad, without changing another word in the main copy. The “look” of the words “Final Notice” is important, too.  It looks like a ...

Another Rodale piece– this time, they got impatient selling individual books about the various parts of men’s lives… and decided to just lump everything together in one gargantuan volume. So I have to ...