We all know successful builders and remodelers who spend nothing on advertising. Maybe you're one of them. I used to be. The recession that had plagued other parts of the Northeast since 1989 finally swept into the small central Maine city where I lived early in 1991. It hit with a vengeance. As prospective customers grew skittish about the worsening local economy, the way I had found customers in the past — word of mouth — no longer worked. Nonetheless, my company staged a modest recovery. I did it by launching a direct mail advertising campaign that got our phones ringing again. Calls brought in all sorts of jobs, ranging from a $285 porch to a $15,200 kitchen and bedroom remodel. The direct