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Think of a football game where a pass receiver catches a pass.  Where the receiver has no one near and can easily run the football to the end zone.  Imagine the receiver running the ball up to the 98 yard line and putting it down.  The receiver must either be blind or somehow can't see the goal line, right?

If you're already using Direct Marketing, chances are you've already "gained a lot of yardage" - from the experience you've gained.  But if you're not satisfied with your Direct Marketing results, if you're not reaching your results goals, maybe you don't see you're dropping the ball on the 98 yard line. The additional distance you need to go might be very small. 

Business, as with Life, is full of trade off's.  Sometimes we think we're closer to our goals than we actually are.  Other times, we're closer than we think. Football players typically know right where they are, where they want to be and have many strategies to reach their goal.  Is this true for your Direct Marketing?

Ever heard the old saying, "it's not what you know, it's not what you don't know.. it's what you don't know you don't know". Direct Marketing isn't rocket science, but it is a disciplined process that either works well or not.  The difference in how well your Direct Marketing works usually differs by experience and training.

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