How to use creative to give you better response

How long should copy be?

Getting to the point...

Where's the need?

Mail possesses the unique quality of physical presence. Use it.

"Tell them what you’re going to tell them, tell them, tell them what you’ve told them" said (maybe) Aristotle

If it’s response you’re after, your target audience isn’t really your target.

...when you’re creating a mailing (or a TV spot or a press ad or post or an email)?