Most advertisers and charities think of direct response strictly as a device to "get". Unfortunately, most readers also want to get. So, to succeed, you must adopt a "give" attitude... beyond what you offer in product or service. Give them something immediately in your ad, your letter, your web page. Give them news, business tips, interesting stories, resources, freebies, special deals.

7. USE TESTIMONIALS.

They're proof that you're as good as you say you are, and that you'll do what you say will do. Like...

"I increased profits by $100,000 last year using your services..."

Joe Smith, President, Smith Corporation

The more specific testimonial more power it has. Give full attributions whenever possible. Testimonials give you believability and credibility. You can't do successful direct-response without these two essential factors.

8. OFFER A MONEY-BACK GUARANTEE.

Whatever you are selling, make sure you offer a money-back guarantee. It's a critical factor in getting someone to send in their monty to someone they don't know or maybe never heard of.

9. CREDIT CARDS, TOLL FREE NUMBERS.

Credit card purchases and toll-free "800" numbers can increase your response by as much as 50% to 400%. If you're on web make sure you opt for secure on-line transmission (SSL) of credit card orders... or allow other means for your customer to provide their credit information to you.

10. ASK FOR ACTION.

It's amazing how often otherwise good copy never gets around to asking for order. If you don't ask for action... you won't get any.

11. BUDGET YOUR TIME.

Devote about one third of your writing time to lead elements, headline, subheads, teasers, opening paragraphs.

12. KEEP CURRENT.

Direct-response is more scientific than other types of advertising. Like any fast-moving science, it has it's discoveries daily. This is especially true of writing for Internet/World Wide Web. Subscribe to industry trade journals such as Target Marketing, DM News, Direct, and other relevant publications.

Is this kind of ad your target audience is seeing? Do your ads stop them and make them smile…think…take in your message and make a mental note to look closer at your product or service? Maybe even go to your website for kind of information that could lead to a sale?

Think carefully about this. If your ad doesn’t stand apart, doesn’t attract, appeal or grab; if it doesn’t delight in some way, readers you want to capture and bring into your world will simply turn page and plow on through dull stuff . . . until they bump into your competitor’s delightfully different ad. And then they’ll stop – and, unfortunately for you – pay attention to message.

So take a close look at your company’s ads. Do they stand out from crowd of other ads? Are they different from your competitor’s ads in a powerful and relevant way? And most important, do they convey your core message in an engaging, persuasive and delightful manner?

If so, let them run and run, because they’re bound to bring you business.

If not, better change your approach soon. Before competition eats your lunch.