Lee Marc Stein

Most direct-response copywriters have learned the importance of presenting benefits instead of listing features. Many, however, commit less publicized sins of commission and omission, which can be equally harmful to response. Here are eight copy glitches that dry-gulch results: 1. BEING TOO LOGICAL AND NEAT. It happens because writers forget that people respond with their hearts, not just with their heads. A direct mail package or print ad is not simply a linear sales presentation. When you try to sell with 100 percent logic, the resulting creative lacks the warmth and emotion that engages the reader. The concominant of neatness is lack of