In this episode of 'Building Great Sales Teams,' Doug returns with expert guest Scott Snofke, a direct marketing coach with REI Print Mail, the top direct mail company in the nation. The discussion covers various aspects of marketing, particularly focusing on direct mail, micro-targeting, and the importance of data in successful marketing campaigns. Scott shares a personal anecdote about an unusual sushi order, illustrating the unpredictability of customer experiences. The conversation delves into the significance of understanding target demographics, especially for real estate investors, and how leveraging data and AI can enhance targeting and response rates. Scott also talks about navigating FTC regulations for different marketing channels, emphasizing the reliability and effectiveness of direct mail. The episode wraps up with Scott reflecting on his desire to leave a legacy of helping others succeed in their marketing endeavors.