Does the 40/40/20 rule* still apply in direct response?

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Apparently it does. In a recent campaign, I decided to try a different offer. In addition to the typical white paper, I offered a live 30-minute webinar. Wow… what a difference! Response increased by 70% over previous campaigns, which offered a white paper alone.
What’s your take?
*FYI… the 40/40/20 rules says that the list accounts for 40% of your response, the offer another 40% and the creative — 20%

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