Direct response creative is more about the WHO, WHAT, WHEN, HOW, and WHERE. Who: Your headline should tell the reader plainly. "This is...

Most ads would perform better if they were written as if they were spoken. But, if you really want to boost your ad performance, pretend...

Everyone knows you've lost a sale if your ads try to be too clever. What seems like a witty play on words or a spin on your product fails...