I just found this video of a film David Ogilvy sent to a conference years ago. The film is very old which adds a huge amount of gravitas to the message. What Ogilvy, the pioneer of Direct Marketing says is still true today, even more so with the dawn of the Internet.
If your marketing is meant to sell products then forget clever creative, flowery copy, cryptic text. Sell the product or service, ask for the response - making it easy to do so. Measuring marketing spend has never been easier than with the Internet, even more so than it is with Direct Mail. Testing is quicker and easier and the results can be in almost instantly.
Take the time to watch David Ogilvy as he talks to you from the past and see how you can apply this to how you are marketing today.