(Extracted from No B. S. Direct Marketing by Dan Kennedy)
I know that sales and subtlety rarely go hand in hand. I often find myself helping clients get over emotional hang-ups about this, the most common having to do with either an erroneous, often ego-driven belief that their clientele is more sophisticated than most and will not respond to “pushy” and sensational copy or a fear of what people will think of them—those people who are not customers but peers, employees, friends, family, or the public at large.