Often we'll be asked about putting together a mailing, that' supposed to generate interest in either a technology assessment or seminar.And just the fact that the consultant is thinking about measurable end-results from the direct mail campaign, as opposed to lame institutional me-me-me advertising, is a huge step in the right direction... although not necessarily the total answer either.The concept of a soft offer is something that everyone should be looking to embrace. It’s very difficult...
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