Joe Garrett

It's not just a print job. Examine these tactics to better sell direct mail. "Start at the end result and work your way forward," said Lindsay Gray, vice president of Acculink, Greenville, N.C. After lengthy deliberations over the most effective ways to sell direct mail, Gray settled on this simple advice to help shift the typical distributor's perspective: Encourage distributors to move out of the mind-set that direct mail is a print job and into the idea that it is a campaign. "That is how distributors have to approach it," Gray said. "Direct mail is something that has to be sold through advertising methods, as