Greg Hayes

(A case study from the July 2006 issue of Inside Direct Mail) The testimonial: A time-tested approach to selling that makes its mark by giving a voice to the customer—the person who already tried X and now believes in it wholeheartedly. But do prospects always believe testimonials are the real deal? Liberty Reverse Mortgage (LRM) didn’t want to take any chances, so it gave a little face time to two very important people. In a 5-1⁄4˝ x 7-1⁄4˝ effort received in the Who’s Mailing What! Archive in March, LRM teases prospects into the envelope with the words “DO NOT BEND” and “PHOTO ENCLOSED” on the

By Kendra Clayton The testimonial: A time-tested approach to selling that makes its mark by giving a voice to the customer—the person who already tried X and now believes in it wholeheartedly. But do prospects always believe testimonials are the real deal? Liberty Reverse Mortgage (LRM) didn't want to take any chances, so it gave a little face time to two very important people. In a 5-1/4" x 7-1/4" effort received in the Who's Mailing What! Archive in March, LRM teases prospects into the envelope with the words "DO NOT BEND" and "PHOTO ENCLOSED" on the outer. Once inside, the prospect finds a

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