aakj veritable orgy

Listen Dammit: Use Black

Type On White Or Yellow

Paper And Don't Mess With

Any Other Color

Combinations!

DON'T SEND A LETTER to do a man's job. Hark unto me: It has been said you can sell anything by direct mail. Well, that's sort of true. But really, when you're selling data processing services or some other high-ticket technical item or service, you can use a letter to pave the way but, at some point, you have to sub in a real live sales person.

Look: One organization sent in a direct mail package designed to sell utility companies on becoming part of an advertising network of syndicated statement stuffer ads. It's a good idea, a darned good idea, but how many utilities are there? Probably only a few hundred in all the U.S. And, since the universe is so small and each "sale" represents so much loot, the transaction must be consummated by a human.

You know, it seems to me that some organizations are "hiding behind their mail" because they're uncomfortable about making sales calls.

That shouldn't be so. If you've got something good that will really and truly benefit your prospect, he'll welcome a personal visit!

TYPING IS NOT WRITING: It continues to surprise me how many people think owning a persona computer or a word processor is an important ingredient in the success of anything. One subscriber, in fact, wanted us to brainstorm how he could use his PC to start a desk top publishing empire. You know what that's like? It's like someone saying, "Hey, I just got myself a typewriter. Now, tell me what else I need to become another Hemingway."

How about half a brain?

There's a quote I like. It says, "Thought should be a guide to action, not a substitute for it." So it is with computers. Most people who want to write or publish and then get a PC, they end up spending all their time learning how to make it work instead of perfecting their craft.