Bind-In Order Forms-What's the Best Strategy? (2,000 words)
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I believe in using a basic black-and-white (or two-color) order form with envelope to minimize the cost. In other words, I would not invest in an elaborate four-color order form with several folds designed to sell merchandise. It is too expensive. While some catalogers may have success selling products from the order form, space cost comes at a premium. I'd rather use the four-color pages in the printed catalog to sell merchandise and use the bind-in order form to provide important how-to-order information.
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