Anybody who operates in the direct response game knows that copy matters. Good copy can and often is the difference between a .01% conversion rate and a 10% conversion rate.

But one aspect of direct response that gets overlooked or dismissed time and time again is design, and just as with copy, design can also be the difference between a .01% conversion rate and a 10% conversion rate.

Yes, copy is critical. Absolutely. You’ll get no argument from me there, not for...