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The Bigger Picture
Be it a TV or off-the-page ad, direct mail for customer acquisition, or existing customer communications, your objective will probably be to identify:

What your customers want;
When they want it;
How much they are prepared to pay.

If the customers need is not immediate, or involves repeat purchases, you will probably want to stay in touch so the customer will choose your brand when they purchase. So:

Vision
Ask them what they want, and obtain their email address
Control
Provide the solution to their requirements on a web site
Broadcast>
Email them to let them know the answer to their dreams is waiting on a web site to be ordered

Classic marketing solutions:
No spam, no damage to your brand, and happy, loyal customers, paying a premium because you cared enough to ask them, over and over again.
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