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Okay, before you start writing, the first thing you need to think about is the overall
campaign. And when I'm talking about overall campaign, I'm talking about what is this sales
message going to include. What is the overall package? How are you going to get the information
to the consumers? Is it simply a letter? Is it a brochure with a letter? Is it an entire
package of materials? How are you going to get this out? Is it going to be mailed to
just a few select people? A few hundred people? Or are you going to be doing a giant direct
mail? It's very important that you know how you're going to present the information, because
that's going to affect what you put in your sales message. If you're trying to reach a
broader audience, we're going to have to be a little bit broader with our information,
where if you're just trying to his a specific group we can be a little more selective in
the information that we put in our pitch.