Letter: Alight Isn't Conducting a True Test
A true test would use half of each color offering the candle and half without - every other name, not first half/second half - with responses coded to give results. If they need more help, I'm available as a consultant who has actually practiced as well as taught Direct Marketing 101. Or if they want the cheap way out, they can get my "Do-It-Yourself Advertising & Promotion" for only $19.95, at better bookstores. One of the things they'll learn either way is to always ... always ... ALWAYS conclude by asking for the order.