Most copywriters maintain a “swipe file,” a collection of direct-mail packages, emails, print ads, even magazine articles and books we use to generate new ideas. I recommend we also maintain a “fail file” so we can not only remember past mistakes, but understand them.
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Let us take a moment to recognize the Gordie Howe of direct-mail fundraising techniques, the humble, venerable involvement device. Involvement devices have been tested in so many variations and under so many circumstances that their effectiveness is a generally accepted fact.
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