Otis Maxwell

By Tracy A. Gill A brochure can be a delectable thing: A chance to showcase your product, tell a stirring visual tale about your organization, add weight to your direct mail package and illustrate that you are everything you claim to be. "If the letter in a direct mail package is your salesperson, the brochure is the 'prove it' part of your sales pitch," assert direct mail gurus Denny Hatch and Don Jackson in their book, "2239 Tested Secrets for Direct Marketing Success." Of course, how you serve up this proof depends on a variety of factors, from the complexity of your sell

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