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... might never understand that wonderful offer of yours or, even if they're suitably impressed, might not summon the energy to do anything about it. So whether you're penning an e-blast yourself, or reviewing your agency's draft of an upcoming self-mailer, it pays to know the difference between highly effective copy — the kind that commands high response rates — and the kind that just speeds your campaigns journey to the recycle bin. Nailed your lists? Got an irresistible offer? Great. Here are eight ways to make sure the copy does its job, too: 1. MAKE YOUR COPY APPROACHABLE Even great copy won't work if people don't read it. Present everything in digestible, "bite-size" chunks: Split up any paragraph longer than three lines. Present key selling concepts in a series of bullets. ... Right: "You can boost revenues and slash costs with these tools "( this is about the reader) Stick to the active voice: it's easier to read and works to stimulate the kind of action you like: responses to your offer. Wrong: "Our product is used in more than 300 companies in 20 countries." (The passive voice invites drowsiness) Right: "Call center managers are already using the Acme Solution to crank up productivity in more than 300 companies worldwide." (Active voice, plus action-oriented words) 6. USE THE SHAMPOO FORMULA It's a bit more complex than lather, rinse, and repeat. But it's a proven winner in direct mail letters, brochures, broadcast e-mail messages — even on splash pages for e-newsletter ad and banner campaigns. Structure ...

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