The key to effective direct response copywriting is to get the reader INVOLVED. 

You have approximately 10 seconds to hook the respondent before he tosses your piece in the trash.  What you need is a headline with immediate IMPACT. 

Something short, sweet, and utterly compelling. 

And that’s where the 13 most powerful words in direct mail come in…

1. You
2. Save
3. Money
4. New
5. Easy
6. Results
7. Health
8. Guarantee
9. Love
10. Proven
11. Discovery
12. Safety
13. Free
 
Each of these 13 words has a uniquely personal and positive association for virtually everyone.

Work these into your headline and you’ll get the reader’s attention. What you do with it after that is up to you!