Dos Nesbit

Generate repeat business by selling in the direct mail arena. With knowledge of the processes involved, distributors can successfully sell direct mail pieces to generate profits and repeat business. Bob Nesbit, vice president of sales and marketing for CDCI in Dayton, Ohio, believes that one factor that contributes to the popularity of direct mail is that it can always be measured and tested. "After establishing a control group that doesn't receive mail at all, different creative approaches and offers can be tested," noted Nesbit. "The idea is to try to continually beat the control group so that distributors may provide a package that

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