By Lee Marc Stein What makes direct mail work? Some argue that the answers lie entirely with tactics--that one killer word on an envelope will make it pull response, while a variation on that word may cause failure. Perhaps, but after 40 years of working with and learning from an army of smart professionals, I know there are theories that explain direct mail success, too. 1. Understand That It's All About Connecting. Direct response works when there's an unfettered connection with the prospect. By "unfettered," I mean that no big idea (based on the marketer's conception of the product), or small, hackneyed
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