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Wish You Were Here

People don't open junk mail, so send a postcard. All they have to do is turn it over.

This story appears in the March 2002 issue of Entrepreneur. Subscribe »

Q: How would you suggest we first introduce our new business to customers--via postcard or letter, for example-since our service is time--sensitive, new and not driven by repeat clients?

Name withheld

A: You'll do better with postcards. We've known for a long time that many people don't open envelopes, but now, due to anthrax scares, people are even less inclined to open letters from strangers.

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