Okay, I'm thinking "What can I possibly say about a New Year? Something that hasn't already been done by some professional columnist or talented blogger or — Shakespeare?"

Then I remind myself that I've seen a LOT of New Years, and have messed up at least as many resolutions as the next guy, have made many “new starts” that chugged to a halt by March or so.

So I’m an expert on what doesn’t work.

Direct Response Marketing works because it fits the way that people think.

Trouble is, it's mostly not taught that way. Instead, most Direct Marketing skills are taught on the basis of "do this, do that"  — fine as far as it goes. But sometimes people don't get it, because they don't know the basic truths on which it is grounded.

Now we’re going to explore WHY it works – the RULES. Basic human psychology starts