The Republicans Continue to Astonish
But it's only because of their sheer lack of direct-mail originality.
“In my experience, the key ingredients in the recipe for successful political direct mail differ markedly from its commercial cousins. Here are the ingredients I consider essential. All successful packages contain most or all of them …
“(1) A sense of mission. There is always a threat, opportunity or challenge that must be met.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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