If your last advertising or direct mail campaign generated a poor response, get your red pen out and start editing:

• Cause a reaction – choose opening words that will make the reader sit up and take notice. You may have to shock, be quirky, subtle or clever. Above all, be different!
• Simplicity is key – don’t go overboard with information. Remember, lots of white space. Less is more.
• Short, sharp – short sentences are easier to read.
• WIIFM (what's in it for me)? – keep focused on what the benefit is to the customer.
• Magic words – try some of these words: you, money, save, easy, love, discovery, results, proven, guarantee, free, amazing, incredible, new, how to.