If you’re a seasoned direct-response marketer, you already know how to treat your ideal prospect. And, you know it’s more of an art than a science.
That’s why marketing communications are considered a “creative” effort. Business owners understand how they “talk” to their readers directly determines whether they’re perceived as credible or not. And, whether they make sales—including repeat sales—or not.
Of course, doesn’t mean smart marketers dismiss science permanently. Instead, they use it to gauge how effective their efforts are at spreading the word, gaining buy-in, and getting feedback on their brand.