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How much does response increase?
The amount of response rate increase varies with every ad. Among over 300 advertisements scored to date, the median response power score improvement is over 210%.
This chart shows by quartiles the “Before” score in the red bar and the “After” or improved score in the green bar. Naturally, the advertisements with higher before scores show less improvement than ads with lower before scores. Moreover, among all ads scored, 98% were improved... even those with “near-perfect” high scores.
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Response power is the overall measure on all the model factors for the advertising creative execution to compel response. While the score does not correlate directly 1 to 1 to actual response rates, professionals in direct advertising know that even simple changes can dramatically increase response. For example, Lois Geller, President of Mason & Geller Direct Marketing (Agency), said in a Target magazine issue that she saw a direct mail letter change lifted response by 1,300 percent. And the only test difference was a letter! Robert W. Bly, the noted advertising copywriter, said in DM News that he sees changes in envelope paper stock increasing or depressing response rates...” by 25 percent to 100 percent or more.
If this much lift in response comes from a single factor, imagine how much higher your ad will pull from comprehensively strengthening every component!
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