To be successful as a direct marketing company, you must “Communicate with each customer or prospect as an audience of one.”

Now, instinctively, you already know this to be true, right?

After all, that’s why we’re given names… because we are individuals. We are not grouped together and shackled at birth with all the other kids born that day. And we should not be treated like we are. So how do these advertisers think of us?