Have you ever ordered something and waited weeks until the package arrived, only to be wholly disappointed by a lesser item? A cardinal rule in the direct mail industry is to make a clear description of a product or service in a mailing so that, upon delivery, there are no such letdowns. In the publications sector, converting acquisitions to sales means evoking enough editorial content in the direct mail piece for a prospect to be pleased when the first issue arrives. In particular, slim-jim magalog formats combat customer dissatisfaction with ample real estate to make a strong, accurate editorial sell. The slim-jim also
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