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In 1990, a well known direct mail expert approached me about writing a brochure for him. His goal was to launch his new business with that brochure. To me, it seemed like the wrong tool for the job. After several conversations, I finally convinced him that he needed to publish a book. That book has now been reprinted many times and it launched the business into a long successful run.

There are two points to that story: 1) make sure you select the right tool for the job; and, 2) a book can give you the biggest payoff. Now, let’s look at both of those points and figure out how you can capitalize on the biggest of guns.

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