Prospecting: Teach an Old Trade New (and Not so New) Tricks
What Works Today and What Doesn’t
By
Shari Altman
and Mark Lee
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NOT Working: Inserts with simple “free catalog” offers. Many catalogers used to depend on a two-step acquisition process in which package inserts simply offered a free catalog. According to Linda Callahan, senior vice president of list firm Leon Henry Inc., the days of free catalog inserts largely are over.
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