Responsible marketers often fret about the tone of their direct marketing campaigns, and in the process, go out of their way to avoid appearing aggressive or impolite. Good direct marketing copy is never arrogant or rude, but rarely is it polite.

When addressing an audience perceived to be sensitive - one's customers, say, or top business executives - setting an "appropriate" tone can compete with, and sometimes seriously undermine, what should be the sole objective of any direct marketing campaign, namely getting someone to respond.

While we're not proponents of response at any cost, least of all the cost of offending potential customers, the most effective direct marketing copy is almost always attention-grabbing and action-oriented. In clear, simple terms, it demands that the reader act.

The following is a selection of "polite" direct marketing copy and its more effective, action-oriented equivalent:

"You're cordially invited to..."	"Call now and register for..."
"If you have questions, please don't hesitate to call..."	"Questions? Contact us today at..."
"If you place your order today, we'll also send..."	"Order now and you'll receive..."
"Please take a moment of your time..."	"Take just two minutes to fill out..."
"Please visit our Web site at..."	"Log on now to www.xxxx.com/hurry..."

 
Where you draw the line between politeness and effectiveness is a function of your audience, campaign objective, and perhaps your appetite for risk. Just remember that, in the end, direct marketing is not about making friends; it's about generating response.