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Project Summary: Challenge: Create a direct mail catalog—the first in its history to sell both products and services (e.g., call waiting). Solution: Introduce a mystery theme and promotional overlay to the catalog ("solve the mystery of what's new and best for you"). Originally, I developed a narrative woven throughout the catalog, with a mail-in challenge to solve the Mystery of the Ring. The client ultimately discarded the narrative/promotion, but I re-worked the mystery idea into a "mystery solved!" problem/solution hook. Concept: Keith Gillespie Copywriter: Keith Gillespie Agency: QLM Marketing

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