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I received two postcards in the mail yesterday. One was cluttered with so much small text I had difficulty trying to read it. I gave up and trashed it.
The second postcard had a total of 48 words on it including a website address listed on the bottom of the card. The card announced a new book on one of my favorite business topics. Part of one chapter was available to read free at the website listed on the card. I did... then ordered the book.
The person who sent that second postcard was using the classic 2 step selling process: