A Good Offer Squandered
Monday, March 22, 2004 – Denny, our production artist, has performed yeoman’s duty in helping me prepare for my appearance next week at the 18th Annual New England Meetings Industry Conference and Exposition in Boston. He’s scanned dozens of direct mail packages for me, each one illustrating one of the points I’ll be making in my presentation, “The Shoestring Secrets of Well-Heeled Direct Marketers.” It’s a thankless job, all this R&D leading up to a speaking gig -- but the extra effort now makes everything that much easier come show time. A couple of the packages I’ll be sharing with my audience speak to the importance of your mailing list -- that is, a bad offer to a good list is better than a good offer to a bad list.…