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Using Two-Way Headlines in Direct Mail Marketing You should use different headlines that present more than one benefit on both sides of your mailer. You should remember that in a stack of incoming mail, your cannot tell if your prospect sees the front or the back. Both sides should have a forceful, but somewhat different attention getter. This will dramatically increase the likelihood that your potential customer will recognize and open your mail-piece. Since self-mailer readers will only scan the piece, giving additional benefits can lead them to read on in your direct mail.
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