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Headline Copy in Direct Mail Marketing Headline copy in Direct Mail needs to include an interesting promise of something exciting or valuable to the person you've sent it to. The promise needs to be enticing enough to invite the prospect to continue to read. Remember, many people are jaded. They need to believe your promise to in order to want to read further. Bored people who don't see a good enough promise right away will have no reason to continue reading. Still others may not think they need what you're selling. The key is to intrigue them into reading the rest of the ad based off your headline.
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