Telemarketing works wonders, but only if you do it right. Guerrillas know exactly how to do it right, and when you read this, you will, too.

This column is not about standard, ho-hum telemarketing, but about the kind of telemarketing that is generated by advertising. You run an ad. You ask readers to call you, using your toll-free number (unless you're advertising to people outside your area code), and then you sell them right there on the telephone.

If you're doing that kind of telemarketing now, and you're not using a script, you're not taking telemarketing as seriously as you ought to. Telemarketing surpassed direct mail in size way back in l982. And since that time, five crucial points have been discovered and followed by guerrillas. These are the five simple things you should do to match them:

  1. Find out who are your top three telemarketers.

  2. Make an audio cassette of those top three...

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