Happy Holiday

by Lois K. Geller Every year, before The Direct Marketing Association show, I get a slew of postcards from companies (some that are not at all relevant to my business), letting me know that they'll be exhibiting and telling me all about their products. I've been getting some of these same postcards for years. I'm thinking of one in particular, from a printing company that shows the plant, the presses and personnel lined up like stick figures. It seems that companies feel obliged to send "something" to invite me to their booths—that somehow it's expected. They're just not aware of how poorly they've executed

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