Gary Halbert, a renowned copywriter, once shared vital insights that could save your direct-marketing efforts from financial ruin.

From time to time, Gary taught classes on copywriting and selling by mail.

One question he often posed to his students was: "If we both owned hamburger stands and competed to sell the most hamburgers, what advantages would you want on your side?"

The answers range from superior ingredients to the best location or lowest prices.

But when Gary's students finished listing t... See more