Does size matter?

Tom Rayfield

Tom Rayfield wittily reviews one of the most cost-effective, long-running and successful direct response ads of all time in terms of copy, layout and typography, and fulfilment; then in terms of estimated expenditure and revenue.

Does size matter?

By Tom Rayfield

I'm writing this during the Silly Season, but you'll be reading it during the Sensible Season after you've come back from Tuscany. While you were away, I may have discovered one of the most cost-effective, long-running and successful direct response ads of all time.

The best way to start a successful business is, of course, to find or invent a product that fulfils an existing need or desire. Ideally it should be a long-term need and not just a fashion craze. And, if you are selling direct, it should be a product that is...

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