Embracing the concept of tweaking will dramatically improve the results you gain from direct marketing. Great campaigns don’t usually get fired from a cannon to hit the center of the target. Instead, they come close to the target and it’s tweaking that moves them ever closer to the bullseye.
Tweaking means devoting energy to finding an even better mailing list, an even more cogent message for your envelope or mail subject line, a still better way to state your message. The more research you continue to do, the more you’ll learn what customers love about you -- and about your competition. This tweaking will add firepower to your messages.
The best tweakers are the experimenters. Although they may have a winning direct response campaign off and running, they are constantly...
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