COMMUNICATION — GETTING YOUR ATTENTION
A local newspaper columnist, or so I heard, wrote about a friend who received one of those mail advertisements from a company offering to do research on one’s family heritage and heraldry. Perhaps you have received offers like this in the mail. The challenge posed to any direct- mail sender is to immediately capture and hold the reader’s interest. This offer for family heritage did a pretty good job. It began, “Your Majesty . . .”
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