How to Use the Elements

When writing direct-response campaigns—ads, letters, emails, etc. written with the goal of your reader taking some immediate action—there are a few time-tested ways to press your reader’s buttons.

Work through the six main elements and come up with creative solutions for each. These elements can and should be included with all of your direct-response campaigns in a way that makes sense for each individual ad or whatever you’re writing.

Each Element contains examples to help get your juices flowing. As you become more familiar with these elements, you’ll begin to notice them all around you in the advertisements and persuasive writings/speeches you come across.

As you move into the Deliverables section, you’ll find examples of how each of these can be woven into different types of outreach collateral.

Head over to the next page to start coming up with kickass copy.