The sweetest sound in any language is the sound of
your name. That’s why the most important word in
direct mail is “you.”
Since your prospective customers care about
themselves more than they care about you or what you
are selling through the mail, your direct mail package
should make your prospects the hero of your
letters.
Which means your prospect is more important than
what you are selling. You can commit to memory every
feature of your product, (more…)
