Creative & Copywriting: Using Creative to Power the 1-2 Punch 
of Mail and Web

Some years ago, I had the pleasure of working with a travel group called The Wayfarers. It had a sumptuous, perfect-bound catalog that cost a few dollars per book to produce. The group was using its catalog as a prospecting tool and losing its shirt — getting a 1 percent response to cold lists made it prohibitive to send even though its typical tours cost thousands of dollars.