Most people who work in advertising know the power of the word. A call to action, a bolded verb, a proposition of value – so many things have the potential to catch the eye of new customers and bring them in. When you’re working with automotive direct mail pieces, you understand how a combination of words can literally change your entire message. As an automotive marketer, what are the most important messages you can give your client in your automotive direct mail? Just about every auto dealer knows call to action and incentive tactics, but what about using the kinds of relational words that can inspire your clients to action?