13 Lucky Tips for Direct Response Ad Design

by Dean Rieck

If you're a designer, you may think the success or failure of direct response advertising is out of your hands. After all, everyone says copy is king. So creating a winner is just a matter of luck, right?

Wrong. Smart designers know that in direct marketing you create your own luck. There are certain basic design principles that will dramatically improve your odds of success. Here are 13 of them:

Copy IS king. But copy speaks through design. Good design can't save bad copy. But bad design can kill good copy.

Writers and designers are partners. Their purpose is to create a message to generate a response and make a sale. Direct response design requires salesmanship. Luck has nothing to do with it.

Copyright © 2000 Dean Rieck. All Rights Reserved.
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