Ugly Mailings that Make Millions (1,396 words)
In the October 1997 issue of the newsletter Who's Mailing What! (now Inside Direct Mail), Bill Jayme explained stealing smart: "...if you see a lot of mailers using tokens, you try a token. If you see a lot of mailers offering the 100-percent guarantee—Every penny will be returned to you even if you cancel in the 11th month—you try that. Stealing smart does not mean stealing copy and design from other writers and submitting them as your own work."
For more information on the mailings mentioned in this article, or to order samples from the direct mail archives, contact Laurie Sharp at DM Source, (215) 238-5224.