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How to Use the Pain Funnel to Drive Greater Direct Mail Response

February 22, 2013
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When your product closely resembles another company’s product, the difference in which company earns the prospect’s business is often the company that can make the prospect feel enough pain to switch services to its company. While many salespeople are trained to find pain, copywriters, account executives and corporate marketers aren’t. This is demonstrated when you flip through a stack of direct mail or magazine ads. You’ll notice very few direct mail pieces that move prospects to the next level of the pain funnel. Understanding how to push the “pain” buttons of prospects in your direct mail copy and other marketing
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