Back in the old days, when I was young and writing print ads and direct mail. Before the web. Before everything was connected.
Back then, I could write each piece as a standalone element.
If I wrote a piece of direct mail, what came before and after someone read that package was simple and clear.
The “before” part involved a letter carrier delivering the letter to a prospect’s home.
The “after” part involved 1) The recipient dropping the letter and its contents in the garbage, 2) The recipient completing an order form and mailing it back or 3) The recipient calling a 1-800 number.
That was pretty much it. Easy. Simple.
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