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One of the more effective direct mail campaigns we ever developed was for The Cliffs at Glassy—a gentrified piece of the Appalachian range, between Traveler’s Rest and Landrum. When we visited, we learned that nobody walked the golf course. Why? Because it’s such a hike. We also learned that the development was especially attractive to “rugged individualist. So, we combined those two learnings with the question:

Why would you ford streams, navigate boulders, climb uphill fairways, and stop just short of a thousand-foot cliff?

The answer: Because it’s there!

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