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results have surprised and encouraged both families. On a visit to Sperryville shortly after both catalogs were mailed out, Cheri Woodard and Phyllis Swindler explained why they made the decision to branch out in this new direction.
First stop was Faith Mountain Herbs in the middle of town. To the rear of the shop the Woodards have set up a building as a storeroom and here Cheri and her assistant, Paula Klatko were mailing out mountains of catalogs. “Forty thousand catalogs didn’t mean much to me in sheer numbers until we started to mail them out,” Cheri said. “There are all kinds of things to consider like whether the post office can handle this increased volume, learning to sort our mailing correctly, even the problem of lifting and carrying these huge bundles.”
Both Cheri and Phyllis have bought mailing lists —not just any random list of mail order shoppers but names that are likely to buy the kind of specialized, country-flavored products that both shops offer.
Cheri explained that with a good list, she could expect about a six percent return. So for her many days of writing, designing and mailing out the catalog, she can expect
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