Contributions to Profit The 40-40-20 Rule

Once you've built your merchandise and list platform, you're ready to develop a creative execution plan that can speak to your customers and prospects in a meaningful way (meaningful as defined: generate a response).

Jim Gilbert is president of Gilbert Direct Marketing, a catalog and direct marketing consultancy, and professor of direct marketing at Miami International University of Art and Design. He can be reached at (561) 302-1719 or jimdirect@aol.com.