Two great quotes from Denny Hatches Business Common Sense newsletter:
“It is important to remember that in direct mail, the word is king. Copy is the architect of the sale. Design and art are strongly supportive interior designers that often set up the sale. Because lookers are shoppers while readers are buyers, if you can firmly engage your prospect—and keep him engaged through reading—you’re on your way to a sale.”
– Malcolm Decker
“The wickedest of all sins is to run an advertisement without a headline.”
– David Ogilvy