It’s Not What You Say; It’s How You Say It

Direct marketing consultant Gary Hennerberg is a master at boosting response rates through proper usage of semantics.

He’s famous for increasing sales of a mail order bakery 60% by changing the name of their product from “fruitcake” to “native Texas pecan cake.”

He’s also worked the same magic in insurance, by calling his client’s product “financial protection” instead of “life insurance.”

“No one wants to buy life insurance,” says Gary. “But they seem to warm up to ‘financial protection.’ So that’s what I call it.”

Source: Gary Hennerberg,

*This article appears courtesy of Bob Bly’s Direct Response Letter, located at

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