Harley-Davidson's Retail Traffic Builers (1,171 words)

Finally, the type size throughout the book is extremely small considering the amount of white space. This is partly a creative trend and partly a conscious bucking of direct-marketing rules, meant to appeal to the customers' own "rule-breaker" mentality.

Straightforward is the watchword. "Harley knows that starbursts and pithy product descriptions are not the key to increased dealership traffic," Hasley says. What is? "A no-nonsense approach that leverages Harley's unique dealer network to speak directly to the customer with targeted product offerings."