Creative & Copywriting: Tantalize, Tease and Tell (Just Enough) Your Way to Leads

In both consumer and B-to-B direct marketing, one of the most misunderstood processes is creating effective lead generation efforts — whether they take place on the web, in email or by mail.

The key to success? Telling enough, but not too much. This takes self-control on the part of everyone involved, from the creative folks to the clients, but it's worth the effort. How much is too much, and how much will tease them into wanting to find out more? Read on.