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"Be sure that response devices are easy to use," Weinzierl continued. "A clean call to action and an easy-to-use response device help to encourage immediate action, while coupons and respond-by dates help to create a sense of urgency." Weinzierl mentioned that he doesn't see too many business reply cards anymore. "The trend now is more toward directing recipients to visit Web sites or call toll-free numbers," he observed. "When using a toll-free number, make sure that it is repeated at least three times throughout the piece."
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