Paul Michaels

When Paul Michaels was writing copy for Greystone Press' continuity book programs several decades ago, he found that no element in the standard direct mail package provided him with a place to talk to prospects who had decided not to respond. So he invented a short letter that would allow him to address "no" people and their reluctance. This piece was originally called the publisher's letter, explains freelance copywriter Dick Armstrong, because it was signed by the publisher, while the main letter was signed by the editor. As marketers in other fields picked up on this extra letter's response-boosting powers, it became known

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