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Secrets to a great opening

In my last blog I introduced you to the three things that must be accomplished in the opening of your direct mail piece.

By way of review you must:

1.   Telegraph the offer.

2.   Emphasize the best aspect of the offer.

3.   Target the reader

Now let me explain in more detail exactly what I mean.

An opening that can TELEGRAPH the offer is tricky.  It has to convey the offer in a way that heightens desire to learn more rather than lessening the desire to learn more. 

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