The Total Package - Billion-Dollar Copy, Design & Marketing Secrets For Direct Response Professionals

Are YOU a Direct Response Millionaire-In-Waiting?
Test Your Marketing IQ and See!

1. What great advertising pioneer coined the phrase “Salesmanship On Paper”?
	John E. Kennedy
	Claude Caples
	Rosser Ogilvy
	Some other guy
	None of the above

2. “USP” stands for...
	Unusual Sales Pitch
	Unfriendly Sales Person
	Ultimate Ski Package
	Unique Selling Proposition
	None of the above

3. In direct mail, a component package typically includes …
	Instructions for assembly
	A box with Styrofoam peanuts
	At least 16 pages of copy
	Sales letter, Order Form and Envelope
	None of the above

4. “Only Her Hair Dresser Knows For Sure …” is …
	An intrigue headline
	A benefit headline
	A USP headline
	An image headline
	None of the above

5. The acronym “A-I-D-A” stands for …
	“Annoy, Irritate, Debate and Argue”
	“Avoid Inserting Deceptive Analogies"
	“Attention, Interest, Desire and Action”
	”Ascribe Intelligence, Don’t Assume”
	None of the above

6. The term “soft offer” means …
	A free trial offer
	A "bill-me" offer
	A lead generation offer
	Don't worry - it happens to everyone
	None of the above

7. Ultimate success or failure of a promotion is most often set in stone …
	When you’re writing your headline …
	When you’re crafting your offer …
	When you’re creating your response device
	Before you type the first word of copy
	None of the above

8. A “negative option” offer is …
	A negative sales pitch
	A “bill-until-cancel” offer
	A payment plan
	Customer complaints
	None of the above

9. A niche is …
	The opposite of “nosh”
	A small store in a mall
	Something you scratch
	A highly motivated subset of a larger market
	None of the above

10. The greatest challenge direct marketers face today is …
	Slipping strong sales copy past compliance officers
	Finding bigger promises than the competition
	Overcoming skepticism
	Finding a parking space at a DMA convention
	None of the above

11. To succeed, every promotion must be infused with powerful …
	Adjectives
	Pictures
	Conviction
	Punctuation
	None of the above

12. If a copywriter offers to work for a percentage of sales, he is …
	Dumb
	Motivated
	Desperate
	Greedy
	None of the above

13. Reverse type is …
	A special kind of backwards type for dyslexics
	Black ink on white paper
	Light type on a dark background
	A polite way of saying “You’re not my type”
	None of the above

14. How long should the ideal sales message be?
	As short as possible to appeal to people who hate to read
	Precisely 38 column inches
	Long enough to adequately present all the reasons why the prospect should buy
	Like my legs: Long enough to reach the ground
	None of the above

15. CPM stands for ...
	Clayton Pucking Makepeace
	Crass, Pushy Marketing
	Cost Per Million
	Cost Per Thousand
	None of the above

16. Which of the following is the most powerful benefit?
	“Blast plaque out of your arteries!”
	“Melts artery plaque like butter!”
	“Saves Your Heart!”
	“Ends Heart Worries for Good!”
	None of the above

17. Which element below is most crucial to sales copy?
	Big words to prove you’re smart
	Specificity and precise word choices
	A friendly, chatty tone
	High energy and lots of slammers (!)
	None of the above

18. “AUS” stands for …
	“Au Shucks”
	“Average Unit of Sale”
	“Average Universe Saleability”
	“Avoid Unintended Statements”
	None of the above

19. “ROI” stands for …
	"Trigger’s Owner"
	“Ran Out of Ideas”
	“Reason Over Impulse”
	“Return On Investment”
	None of the above

20. The single most powerful word in the English language is ...
	Sex
	You
	Free
	Now
	None of the above

21. “LALA” stands for …
	“Lunge, apologize, lunge apologize”
	“Stop talking; my mind’s made up"
	“Learn, adapt, learn, adapt"
	“Lick, appreciate, lick appreciate”
	None of the above

22. The best reason to use subheads in long copy is …
	To make the copy look inviting
	To present your USP
	To lure scanners down into the text
	To shout benefits
	None of the above

23. The use of flowery prose in a direct mail promotion represents …
	The senseless murder of a perfectly good tree
	An obvious attempt to dazzle prospects with B.S.
	A writer getting in touch with his feminine side
	Perfectly valid for evoking prospects’ emotion
	None of the above

24. When is the best time of day to write sales copy?
	After a half-dozen shots of tequila
	Whenever you damn well feel like it
	As soon as you get up in the morning
	After your significant other tells you to get off your butt and get a job
	None of the above

25. Direct marketers who think they “know it all” are ...
	Deluded
	Insufferable
	Insecure
	About to get their heads handed to them
	All of the above

You're Done!