Eight Copy Glitches that Dry-Gulch Results

4. OPERATING ON AN UNVARYING DECIBEL LEVEL. In a world of never-ending crescendos, direct-response copywriters must orchestrate carefully. Unmitigated blares of trumpets throughout direct mail packages or prints ad succeed only in getting prospects to install permanent ear plugs. Violins must be blended with trumpets, whispers with shouts, bold claims with quiet assurances. Commands and innuendo must be skillfully woven: too much command creates resistance; too much innuendo loses the prospect in the shadows.