[garyk]

One word; Headline! Every advert, every sales letter, every story hooks readers/prospects by one and one thing only, a compelling headline. I would forget any fancy graphics or what is known as 'instituitional' advertising where most of the space is taken up with the companys name or some fancy logo - Waste of time and space! I wouldnt ask a closed question in your headline, "The Internet - Are you using the most powerful marketing medium on the planet?" I would read that, say Yes! and then just move on! You need to be putting out something more like 'Revealed! Discover how to make the most powerful marketing medium on the planet work for YOUR business.'

As for tracking response most direct marketers use codes to differentiate different campaigns/ads which are either quoted over the phone or used as part of the address for mail responses. There is more of a manual element to tracking direct mail as opposed to web stuff but it is very easy to carry out,and more importantly *should* be done to test the effectiveness of the ad and the conversion ratio.

Gary

Gary