One way to attract more customers is to buy response lists, which are composed of prospects who have taken specific actions that indicate they might be interested in your company, writes marketing and advertising expert Perry Marshall. The lists are more expensive than so-called compiled lists, but they may also yield better results, he writes. "Better to spend $2 per name and mail 500 letters to targeted prospects than get a 'deal' paying 30 cents per name and mailing 5,000 letters to people who don't care," he writes.

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