Great Covers

by Jack Schmid THE BIG IDEA! What direct marketer has not dreamed of coming up with that totally unique, breakthrough concept like the "Johnson Box" or the negative option club or another creative ploy that gives one immortality in industry recognition. Whether you're a designer, photographer, writer, printer or order form manufacturer, everyone is seeking that special creative technique that will help their work stand out, differentiate themselves from the competition and get better results. "Beat the Control!" is the cry of creative professionals. Let's look at a number of ways that successful catalogers are thinking "outside the box" in their creative efforts.

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