I read an article recently where a direct mail company placed an ad offering a crisp $100 bill to anyone that would respond to their offer. But in the ad they said nothing more than “fill out the form below and return it for your FREE $100 bill.” The results of this test ad was startling… Even though they ran their ad in a large circulation publication, not a single reader of the ad responded to collect their $100 bill. The lesson? Even if you’re offering the world to your prospects they wo.