Don't Let Your Personal Preferences Cloud Your Judgment in Direct Mail Marketing

One of the best pieces of direct mail marketing advice I've ever heard is from professional copywriter Peter Beteul who says "Don't get trapped by personal preferences". If there is something in your direct mail sales copy that you don't like personally, the only way to see if it's "good" copy is to test it. Whether it's a sales theme, a piece of copy or a design is irrelevant. Just because you don't personally like it doesn't mean it's not good copy. If it generates profit, it's good. If it doesn't, then it's bad. Simple as that, personal preferences do not matter

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