PRICING VARIABLE PRINTING — CASHING IN ON VDP
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Every successful VDP shop has to adhere to one simple edict: Variable targeted content leads to better results. Note that there is no designation about color versus black-and-white, about size and shape, about mailing—even nothing stated about the content being printed. The edict is the basis for all direct marketing, not just VDP. Variable targeted content leads to better results. Once the edict rules your strategy, everything else, including pricing, becomes execution of the strategy.
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Jim Liszewski
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