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Offer Development
Often left to the last minute or completed in a frantic state to meet a deadline, this is where a large percentage of projects fail due to lack of attention - with 40% of your response rate coming from the offer and copywriting, you want to make sure that a strong offer is developed.
This is also where list knowledge and good segmentation strategy come into play - the key to the most powerful offer is when you can combine a specific copy message to a demographic segment. At times, it can be as simple as an age call-out like, "Important information for people who turned 65 in , where you tie an age segment to the message.
Bad copywriting won't destroy a good offer and good copywriting won't save a bad offer - you have to get good copywriting married up with a really strong offer and make sure you're getting good list advice to have a successful project.
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