Variable Data--Up Close and Personal

The point is to sell your customers what they really want, namely an effective communications medium. It's like that old story about selling. No one really wants to buy a drill, it's just that they have an urgent need to make holes. No one really ever wants to buy ink on paper; they just really want to communicate. And, although it doesn't work well, at least print is cheap, so they can afford to buy a lot. Now you can change all that. Sell them what they really want. Sell them a way to communicate effectively.