How much do you charge to write a letter? the voice on the phone asked. I quoted a price. That s a pretty good price, George. Tell me, how long does
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- Paul Phillips
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3 How much do you charge to write a letter? the voice on the phone asked. I quoted a price. That s a pretty good price, George. Tell me, how long does it take you to write a letter like that? Seventeen years, I replied. (This was some years ago. It takes 30 years now.)
4 I. OUTER ENVELOPE 1. Format 2. Postage 3. Mail Classification 4. Corner card 5. Addressing 6. Teaser
5 7. Envelope look and feel II. LETTER 1. Look and Feel III. BROCHURE 1. Test with and without 2. Look and Feel IV. REPLY DEVICE 1. Look and Feel
6 1. Look and Feel (cont d) 2. Billing V. LIFT LETTER 1. Test with and without 2. Look and feel VI. PREMIUM INSERT 1. Test with and without 2. Look and feel VII. ALTERNATIVES 1. Sweepstakes 2. Proprietary Telegram package 3. Proprietary Express package 4. Proprietary ink jet/personalized web press package 5. Self-mailer 6. Others
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