Randy Acton

Randy Acton, president of cataloger U.S. Cavalry Inc., recently shared this insight with Alicia Orr Suman, executive editor of Target Marketing magazine: "It's the old adage of staying in touch with the customer. And evaluating their buying habits is the best way to do that. That's how we recognized that some things we could sell 10 years ago weren't appropriate for today's market." As a result, Acton said, "We've shifted our product line by looking at where our industry was headed and where our customers' interests lie."

It's Difficult to Sell a Product If You Don't First Believe in it Yourself By Alicia Orr Suman What comes before the offer, takes precedence over creative, and is even more important than the mighty list? The product, of course. The fact that no marketing can take place until you have something to sell is obvious. What's not so apparent to some direct marketers is just how integral "product" is to everything else they do—from creative to customer service—and that together, all of these elements combine to determine success or failure. Something you believe in. Before the product can become the centerpiece of all

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