If you visit Little Italy in New York City and stroll down Mulberry Street at dinner time, a dozen maitre d’s accost you, each one hawking their specials, wines and cannoli. Ultimately, the restaurant that enticed me had a quaint sign and a gentleman in a bow tie and apron, flanked by an easy-to-read menu. With no distracting gimmicks or hassles, I walked right in. In direct mail design, a similar “what you see is what you get” principle induces reader response. These three tips from direct mail design experts offer insight into how to appeal to your readers and create response-driven designs. 1. Be honest

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