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How to use the manual; direct-mail - its purpose and benefits; identifying your customers; understanding your customers; where are your prospects and how to reach them; mailing lists and how to use them; direct mail testing and measurement; building your own mailing lists; the importance of the offer; how to generate more business through good copywriting; direct mail and other advertizing methods; selecting suppliers and when to use them; how Royal Mail can help; campaign planning and control; how to keep on the right side of the law; best of current practice; practical examples.