I'll keep this short and sweet: Your advertising and sales messages are probably way too long. Seth Godin agrees with me, which has to count for something.
Here's the text of an e-mail I got from J. Peterman's website (yes, that J. Peterman from Seinfeld...there really is a sappy catalog that features off-beat clothing and accessories):
Dear Dan,
I'm having a great sale at my website. You should see if you see any good deals.
Sincerely,
J. Peterman
That was it. The website link to www.jpeterman.com was included below that. Of course, I went right to the website.
Compare that message to your typical sales pitch...your brochures...your sales website...your proposal.
That famous sales axiom KISS comes to mind: "Keep It Simple Stupid"
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