Jeffrey Dobkin

Letter Writing Tips From the Pros By Noelle Skodzinski All things can be tested in direct mail. But there are some things that shouldn't be—namely the inclusion of the letter. "I think I would carefully consider going to Iraq before suggesting that someone remove the letter [from a direct mail package]," says direct response veteran Mal Decker. As most experts will tell you, the letter is what gives a direct mail piece its legs. "The sales letter is the master salesman in the package," stresses Decker, who has created direct mail packages for clients such as The Wall Street Journal, Phillips Publishing

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