Copywriting guru, Drayton Bird, lists 10 factors he found that make advertisements, commercials and direct mail get replies

• They do not need to be clever or funny, although sometimes it may help if they are. They should never be more interesting than the product or service. You want people to buy not to admire the ads.
  
• Talk about the prospect – not your business. They are in love with themselves not your business or your plans.
  
• Give news of a benefit – what’s in it for them – with the incentive, if any, quickly seen.
  
• Get to the point. Quickly show why your service is better, as most ads are only seen for a couple of seconds. Many mailings are not opened or fully read, and few ads. are remembered.
  
• Have a powerful headline and picture or opening, if it is an ad, because that is what people see first.
  
• Have strong benefits, wherever people may look if it is printed material – because people can start anywhere.
  
• Give believable reasons why what you say is true. Otherwise people say ‘ well, they would say that wouldn’t they?’.
  
• Be easy to understand because most people are not clever. In fact there are far more stupid people than clever ones – but their money is the same.
  
• Omit no sensible reason for action and overcome every reasonable objection. This means that – contrary to popular belief – long copy works better than short if you want an immediate response.
  
• Be surprising but relevant because that makes them stick in the memory.