Dear Direct Response Letter Subscriber:

​

The 40-40-20 formula says that the success of your promotion is attributed to just 3 factors:

​

40% is due to your offer.

​

40% is targeting the right audience.

​

And 20% is your copy.

​

That means targeting the right audience with the right offer is responsible for 80% of your results: 40% + 40% = 80%.

​

And a mere 20% is attributable to the copy.

​

So. based on this, some folks conclude that copy is relatively minor and of lesser importance and impact in the scheme of things.

​

But here's what many people are missing about the 40/40/20 rule….

​

Through testing, you can quickly identify the right audience and the right offer.

​

Once that's done, then your leverage is mostly in improving the remaining 20% -- the copy – which can always be made better.

​

And suddenly, with a proven offer and audience, it's mainly copy that can move the needle from good to great.

​

So then by default, copy becomes the most important part of the formula—not the least.

​

And that in turn makes copywriting the one skill that can multiply your results as nothing else can ...

​

...once all the other parts—audience and offer—have been tested and worked out... right?

​

Regards,

​