It's the offer, stupid!(Famous Last Words)(Column)

Publication: Target Marketing

Publication Date: 01-MAR-99

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COPYRIGHT 1999 North American Publishing Company

Forget advertising that gives you the warm fuzzies and focus on getting response

When you reach a certain age, the first thing you turn to in the morning newspaper is the obituaries. I started when I reached nine.

Here's one, as reported by Robert McG. Thomas, Jr. in The New York Times, Jan. 17, 1998:

Ted Hustead Is Dead at 96; Built the Legendary Wall Drug

Anybody who watched Ted Hustead roll into Wall, S.D., on a cattle truck in December 1931, his wife and 4-year-old son at his side, the family's entire stock of meager possessions piled in the back, would have needed quite a crystal ball to predict...

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