My first column, focused on "the right media," the first of six successful direct marketing methods, as outlined by Bob Stone, the guru of direct marketing in his industry bible, Successful Direct Marketing Methods. In this column, we'll move on through the next two big keys to success: the right product and the right offer. In the long run, no marketing effort will succeed without a good product, one that meets the needs of prospective customers competitively. How do you find out what the ...

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