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Mark Ford

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Legend has it that direct marketing giants Bill Bonner and Mark Ford sat down to analyse all the direct mail promotions they’d written, all those that had worked and all those that had flopped. They considered what fundamental factors the successes shared. They identified what was missing from the failures. And then they put it all together. Four elements revealed themselves. Years later, some people dismiss those four factors… they think they’re old-hat… or cliche in some…