Wanted: Fresh Names

• A company that sells log cabin homes by mail generated interest and demonstrated the homes in a fairly dramatic way by convincing Field & Stream magazine to publish a six-part article on the creation of a cabin designed just for the article.

The company was accustomed to running ads in similar magazines and attending home building shows for leads. Two weeks after each segment of this article appeared, however, the log cabin business would get a flurry of leads—4,000 prospects in some instances!