Direct Marketing Consultant and Author of The Ultimate Guide to Nutritional Supplement Advertising. callumbirch.com.
Real quick one today — a crash course on how to substantiate advertising claims based on FTC guidelines.
Right, the first thing you should know is that substantiating (“backing up”) your claims…
According to the great David Ogilvy, five times as many people read the headline as read the body copy…
… so and if your headline is no good, you have wasted 90% of your advertising money.
If you read yesterday’s post, you might remember me rambling on about how your list and offer are more important than the copy in direct marketing.
“Why didn’t you just email them?”
That’s what my aunty asked when she found out I sent a letter to 30 car dealers to negotiate for a new car.
And it’s a good question.
Recently, my car popped its clogs.
As in, it was going to cost more to repair than it was worth…
… and there was still no guarantee the problem would be solved.