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Lead Generation Once you've established a brand image, the business owner needs to generate sales transactions-a department store executive once asked his merchandise managers for the definition of fashion; after several attempts at a sophisticated definition, he smiled and said "fashion is what rings the cash register." Nothing happens until the prospect is made an offer and they walk into your business to make a purchase-all things flow from this transaction and there is no better way to do it than highly targeted direct mail. Matching the right lists and list demographics to your product and market are the keys to a successful direct marketing lead generation-these are the tools that will determine your response rates, cost-per-inquiry and sales conversion costs. Knowing how to effectively manage this process has a direct impact on driving sales revenue and advertising costs.