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"A business without a mailing
list isn't a business."
- Dan Kennedy
Consider a "normal" ad for any business, let's say something as simple as a restaurant. Maybe from its Yellow Pages ad, coupon mailers, etc. 30 people a month - one a day - calls in to ask a question - when are you open? Do you take reservations? Etc. If these 30 people had their names and addresses captured, there are 30 "hot prospects" a month, 360 a year, who can get sent a "thank you for calling" letter and offer, then put on a list to get periodic mailings.
EVERY business should be super-sensitive to capturing names.
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