Denny Hatch Geography

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

By Denny Hatch Geography, says Dick Goldsmith, the immensely knowledgeable proprietor of The Horah Group in New York, is the most important thing in choosing a lettershop. It is imperative that your lettershop be near your printer, he asserts. Otherwise any savings realized through efficient and economical printing will be eaten up transporting the printed pieces to a distant lettershop. Ask your printer which are the best local lettershops he deals with and sound them out. Equipment and Expertise. Make sure the lettershop you find has the equipment to execute your mailing in the needed quantities. And discern if your type of work

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