From the time we were kids, we’ve been told by family members, teachers, and marketing gurus to “use the right words” and avoid using the wrong ones. Most of us have figured out how to communicate effectively—in most situations, anyway—and we know how powerful words can be. The right ones can make your heart sing, and the wrong ones can cut like a knife. Write the Right Words, All Right? In direct response marketing, the right words can work like magic. Word choice is fundamental to creating a message that resonates and building an offer and call to action that performs. Let’s take a look at ..read more