Dan Harlacher

What advice do you give somebody that's competing, just saying, I want to be the cheapest one out there and just keep offering better and better and better deals?

Well, you don't need to be the cheapest one out there.

But I think, again, the messaging in the print message itself

is very critical.

So less is more, to your point.

Less is more, and that includes any type of a print image that we're going to insert or place in the mailbox.

So again, what we do is we look at the customer segmentation and the attribution of what the consumer and the customer looks like based on sold customer records.

And when we look at that, we not only think about the where geography wise, but we also say, let's tap our creative services expertise and say, what is a 65 year old or a 52 year old or a 67 year old?

How are they going to engage in a print message?

Versus maybe somebody that's in their mid 30s or 40s.

It could be very different.

So less is more headline message offer.

I want one or two compelling offers that gets my attention.

Don't have to be the cheapest.

And we don't advocate that.

But it needs to be a clean message with fonts the size that allow you to see without squinting.

And I'm going to grab my attention for longer than one or two seconds.

Headline message offer.

I'm in need.

Now I'm engaging and I'm off to the next touch.