The BizSmart Column, Street Fighter Inc.

Publication: BizSmart Column (Jeff and Marc Slutsky) (via Knight-Ridder/Tribune Business News)

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COPYRIGHT 2004 BizSmart Column

Byline: Jeff and Marc Slutsky

Nov. 15--A SPECIAL MAILING: Most, so called, "junk mail" ends up in the trash. Yet, enough of it works that we continue to get tons of the stuff every day. We discovered a mailing program that gave us very good results. The odd thing was, that we had used this same exact approach many years ago. It was successful then but we stopped using it until recently.

About 15 years ago, Prentice Hall called me and told me they were taking my book, "Streetfighting: Low Cost Marketing for Your Business," out of print. At the time it was my only book. (Since then we've published eight books). I thought this was going to be a...

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