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Finally, it’s challenging to use analysis and incorporate your findings into the next round of creative. Often b-to-b catalogers say the products they sell are purchased out of need, not want (a critical difference from consumer mailers) and that no amount of photo glamour or effective hot-spot utilization will peddle more merchandise. That may be true, but it doesn’t mean the squinch process isn’t useful in other ways.
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Steve Trollinger
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