Immediate response copywriters have a tendency to discuss direct response copywriting like it is magic or a wonder... like it might turn an otherwise uninterested person to some fiend just jonesin' to your service or product.
The backup is not the sole factor here. Nor is it the most crucial element.
Here are some variables Which Are just as significant, or even more significant than, the backup:
1) The List. Who are you sending that letter or email to? Who are these individuals? Have they purchased an identical product before? A fantastic list is most likely the most significant factor whatsoever. Even fair copy will sell merchandise to a relevant listing. Superior copy delivered to some superior list will surely create the best outcomes, but a leading listing will trump stellar backup, all else being equal.
2) Fire . What is the fire level for what you are offering? Direct response copywriting functions best on high-passion services and products, particularly ones between immediate gratification. Can the merchandise make people lean? Or alleviate a disease? Or notify them of something essential for their well-being? Or provide them an wonderful business opportunity or solution to earn money? These are the types of enthusiastic subjects that lead response copywriting functions best with.
3) Frequency. Often it takes several exposures to some other product or service to generate an effect. Not to mention that immediate response copywriting can not market on the first go; it surely can (and has)... but normally, frequency can achieve. Assuming a fantastic list, you would like to boost the frequency as much as possible efficiently. Much better to water 100 seeds five times compared to warm water 500 seeds after. Wise advice.
4) The Mechanics. Think about something like having a call-to-action (CTA)"above the fold" (what is first observable on a web site or in an email... over the point at which the viewer could scroll). Possessing a strong CTA is a huge portion of direct response copywriting at the first place--but be sure that there's one over the fold (for direct generation, at least). Or a lot of your audience will miss it.
5) The Economics. Perhaps a specific medium could be a fantastic way to attain your audience... but medium may be so costly that it might set you out of business. Maybe a specific audience could be good to market, but you can not reach them at an economically viable manner. The economics of your circumstance will dictate a good deal of the way you go about doing it.
Now once you have these variables already, the backup is the factor that'll get you better results. And it requires a fantastic direct response copywriter to do it right and give you the advantage you want.