Zsa Zsa Gabor

It's like the Zsa Zsa Gabor of direct mail packages: It's bold, a bit stirring ... and it's not likely to go unnoticed in the mail stream. This recent mailing from the National Rifle Association Institute for Legislative Action packs its punch in more than one way. For starters, there's a sweepstakes—dubbed the "GUN Sweepstakes BONANZA!"—with a scratch-off "prize eligibility card." The prospect is asked to choose his 12 favorite guns from a check-off list on the official entry form. And, a "Gun Vault Sticker" must be moved from the outer envelope to the indicated spot on the entry form.

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