Tuesday, January 15, 2019

#38 This Man Will Make You a More Effective Writer and Presenter

Issue # 38 - Tuesday,  January 15, 2019
http://dennyhatch.blogspot.com/2019/01/38-this-man-will-make-you-more_15.html

Posted by Denny Hatch

This Man Will Make You a More Effective
Writer (and Presenter)—GUARANTEED! 

Mel Martin: The First and Only Pioneer of Subject Lines

The only effective emails are those that get opened.

For an email to get opened, it must arrive with a provocative and relevant subject line.

76 out of every 100 emails are immediately trashed and never read.

That's 55 Trillion Unopened
Emails per year Worldwide
In a typical scenario the average writer spends time working on an email message to make it absolutely clear and perfect.

• Next task: the subject line. Actually that is easy. The first idea that pops into the brain is immediately typed into the Subject Line box and the user hits SEND.

• The two 100% important elements in an email are:
     —From Line (name of the sender)
     —Subject Line and Preheader


If the email does not get opened, all the work that went into it is lost forever. It is deader than Kelsey's nuts.

• In the subject line and preheader, you have at most maybe 65 characters (10 or 15 words) to grab your reader by the throat and not let go until the message is clicked on.

Mel Martin—an advertising copywriter—discovered the power of subject lines. Some of Mel's space ads and direct mailings were made up entirely of subject lines.

Although Mel Martin died in 1993—on the cusp of the Internet Revolution—he has become the preeminent influence in digital communications.

Mel Martin's Riveting Story
"Mel Martin was the world's slowest copywriter. It would take him three to four months to write a direct mail package. He could get stuck for a month on a letter opening.

"He was a very gentle man who did not like interacting with people. Rodale wanted him, and they just couldn't come to terms. He worked in his apartment at 81st Street and First Avenue in New York. We talked a lot—mostly on the phone on weekends. He had a huge terrace and several thousand plants; he was an accomplished gardener and an aficionado of classical music." —Martin Edelston, Founder of Boardroom Publishing and Mel Martin's employer 

Mel Martin was also a very sick man—for years. "By my count, he had over a dozen doctors aside from his internist," Edelston once said to me. "One specialist for each thing that was wrong with him."         Brian Kurtz, Edelston's brilliant young vice president, added: "Mel was an incessant smoker. In fact, if he ran out of cigarettes he had to quit writing and run out for a carton."

The image that Kurtz and Edelston painted was reminiscent of French novelist Marcel Proust (1871-1922) who suffered terribly from tuberculosis and resided in a cork-lined room. Only in the cool of an occasional evening when lower humidity did not aggravate his delicate lungs, would Proust venture out into the demimonde of Paris.

The difference between Mel Martin and Proust: Proust produced torrents of prose.

Mel Martin's Two Signal Accomplishments
• With his overpowering design and bold gut-wrenching copy (which you'll see in a moment), Mel transmogrified Boardroom Reports—a boring, buttoned-up business newsletter publisher—into a $125 million cash cow with 200,000+ subscribers.
     Okay, in the world of today's gazillionaires such as Jeff Bezos, Bill Gates and Warren Buffett, $125 million is relative peanuts. 
     But Marty Edelston was producing dinky newsletters (Boardroom Reports and later BottomLine/Personal) along with books. His basic expenses were minimal—paper, printing, postage and a relatively tiny staff of hardworking people. His enterprise was a cash cow.

• Mel's specialty was the one-line Attention-Getter. Stoppers. Grabbers. Headlines. Teasers. Mel dubbed them "Fascinations."
     Today, "Fascinations" are Subject Lines with Preheaders.

Below is Mel's lede for his seven-year 
control letter for BottomLine/Personal



Dear Fellow American,

  This letter is about information that's "none of your business."

   Did you know that... blah, blah, blah... 

Evolution of a Legend
The direct mailing that put Boardroom in business was written and designed by Eugene Schwartz, a bean pole thin mail order book publisher who made so much money he amassed one of America's great modern art collections.
     Below are Schwartz's envelope and letter that generated enough cash to start up the publication
 (Sorry for the muddy reproduction.)



Here are the Johnson Box and lede
you see at the top of the above letter


In terms of copy and design (in comparison to Mel Martin's later wild and woolly visual explosions), the kindest thing you could call this dreary effort is "serviceable." 

Marty Edelston first hired Mel Martin to write editorial material on a per diem basis for his fledgling newsletter. Quite simply, Mel detested the work. 

So Edelston went along with Mel's idea to create a Contents Page.  From 8:00 a.m. to 10:00 p.m. one day every two weeks, Mel would boil down the contents of the newsletter into a one-page table of contents, which ran on the cover. 
     In Edelston's words: "Each contents page was a glittering jewel—far and away better than the rest of the publication." These contents covers were the birthplace of "Fascinations." A sampling: 

Adviser....................15

Advance warning on longer lead times in major areas.

Consumer discontent: How management misjudges it. A four-step program for keeping out of trouble.

Which U.S. and foreign cars hold their value longest.

Danger to executives using company lawyer.

When a pay raise is not a pay raise. Why young executives are unhappy.

Turnaround strategy.

When a customer list can be classified as a trade secret.

BRAINSTORMING..........19
Premiums women want.
Inducements to move your business.
What office colors work best.
Easy way to speed letters.
Useful book for retailers.
How to handle sales call reports.

CORPORATE STRATEGY....14
How to stay out of court: Part 2 of Fred J. Halsey, Jr.'s series on avoiding litigation; The mistake that is the biggest single cause of business lawsuits; how you soften a potentially damaging statement made on the phone; ways to diffuse an angry customer.

The front page of a single issue of Boardroom Reports might contain 60 to 80 of these teasers. You had to take a look!

Moving Into Direct Mail
Edelston proposed that Mel Martin try a direct mailing to get subscribers for his publications. The writer did not have a clue where or how to begin; he had only written ads—never a full-dress mail package. So Mel created an ad and the two of them converted it into direct mail.

Here's is Mel's very first #10 envelope for Boardroom's BottomLine/Personal:


In the beginning, Mel would do pencil sketches of how he wanted the mailings to look. Eventually he taught himself to use the computer and, in Edelston's words, "became a first-rate, second-rate computer artist."

He would design each mailing with tiers of "Fascinations," the most powerful ones appearing in the largest type.


Note the airbags warning: This envelope was sent out in 1992-1995. Fast-forward 20 years to 2014. The horrendous Airbag Scandal—recall of millions of cars and bankruptcy of Takata—came true.

Sometimes Mel Martin would put a single giant "Fascination" on the front of an envelope.



Or Mel would dump a bucket of gore into the reader's lap, piling "Fascinations" on top of "Fascinations"—not only on the envelope, but also throughout the letter.



When he wasn't writing copy, Mel would read all of Edelston's newsletters—Boardroom Reports, BottomLine/Personal and Tax Hotline—and turn the various stories into "Fascinations." He maintained a massive archive of "Fascinations," including full annotations of which article appeared in which newsletter on which page—where on the page—and what date.

When it came time to create a book made up of past newsletters, Mel would go into his archive of "Fascinations" and cook up a mailing; Edelston's editors would then create a book based on Mel Martin's mailing package, not vice versa, as is the usual case in publishing.


Why Mel Martin is "The Greatest"
For Today's Email Communicators 
• Marketing and Communications coins-of-the-realm today are Twitter, Texting and email.
     Tweets (280 characters) and texts (160 characters) are bite-sized paragraphs easy to comprehend by all readers. They are effective because:

"50% of adults cannot read at an eighth grade level." —Literacy Project Foundation

• "Currently, 45 million Americans are functionally illiterate and cannot read above a fifth-grade level.  —Literacy Project Foundation    
  
• "The addictive nature of web browsing can leave you with an attention span of nine seconds—the same as a goldfish." Dr. Ted Selker, MIT Media Lab

Takeaways to Consider

• The two most important elements of email are:
     —From Line (sender's name)
     —Subject Line with Preheader

If the email doesn't get opened, the message is lost forever—a total waste of the sender's time.

• Mel Martin was the world's first and only pioneer of powerhouse subject lines.

• The subject line is the equivalent of the teaser on a direct mail envelope and the headline of an ad.

"The headline is the ticket on the meat." —David Ogilvy

• "The writer of this chapter spends far more time on headlines than on writing. He often spends hours on a single headline. Often scores of headlines are discarded before the right one is selected. —Claude Hopkins (1866-1932)

• "Avoid the 'hard-to-grasp' headline—the headline that requires thought and is not clear at first glance." —John Caples (1900-1990))

Email is the most efficient down-'n'-dirty testing medium ever. Instead of waiting six week to see the results of a mailing, you can run A-B-C-D-E split tests and know which subject line/preheader is the strongest.

"Short Words! Short Sentences! Short Paragraphs!" —Andrew J. Byrne, Freelancer

"Mel Martin was one of the world's greatest copywriters, and nobody has ever heard of him." —Brian Kurtz, VP, Boardroom Publishing

Final Takeaways: Subject Lines and PowerPoint

• At business conferences I find myself staring at giant screens with a series of slides, bulleted points, charts, graphs and long wordy paragraphs—all of them in unreadable artsy-fartsy mouse-type.

• Not even those of us seated in the first row are able to read what the hell is onscreen.

• Whereupon the dreary dweeb speaker—eyes glued to the screen—reads the mouse-type in a halting monotone making zero eye contact with the audience and generating zero enthusiasm.

• When preparing a PowerPoint presentation it is imperative to create one-liners—Subject Lines—that everyone in the room from front row to highest seat in the balcony—can read with the naked eye.

• Each slide—one or two lines in giant bold type—should be the memorable Subject Line of what you are currently talking about.

The 10-20-30 Rule of PowerPoint: No more than 10 slides. No longer than 20 minutes. Only use type size 30 point bold or larger.

"Power corrupts. PowerPoint corrupts absolutely." —Edward Tufte

 ### 

Word count:1750


At age 15, Denny Hatch—as a lowly apprentice—wrote his first news release for a Connecticut summer theater. To his astonishment it ran verbatim in The Middletown Press. He was instantly hooked on writing. After a two-year stint in the U.S. Army (1958-60), Denny had nine jobs in his first 12 years in business. He was fired from five of them founded in 1984—revolutionized the science of how to measure the success of competitors’ direct mail. In the past 55 years he has been a book club director, magazine publisher, advertising copywriter/designer, editor, journalist and marketing consultant. He is the author of four published novels and seven books on business and marketing. and went on to save two businesses and start three others. One of his businesses—WHO’S MAILING WHAT! newsletter and archive service founded in 1984—revolutionized the science of how to measure the success of competitor's direct mail. In the past 55 years he has been a book club director, magazine publisher, advertising copywriter/designer, editor, journalist and marketing consultant. He is the author of four published novels and seven books on business and marketing.
 
CONTACT
Denny Hatch
The St. James
200 West Washington Square, #3007
Philadelphia, PA 19106
215-644-9526

Note to Readers:  May I send you an alert when each new blog is posted? If so, kindly give me the okay by sending your First Name, Last Name and e-mail to dennyhatch@yahoo.com. I guarantee your personal information will not be shared with anyone at any time for any reason. I look forward to being in touch!

Invitation to Marketers and Direct Marketers: Guest Blogs Welcome! If you have a marketing story to tell, case history, concept to propose or a memoir, give a shout. I’ll get right back to you. I am: dennyhatch@yahoo.com
215-644-9526 (rings on my desk).

You Are Invited to Join the Discussion!

Wednesday, January 2, 2019

#37 The Most Successful Advertisement in the History of the World!

ISSUE #37 - Wednesday, January 2, 2019 

 http://dennyhatch.blogspot.com/2019/01/37-most-successful-advertisement-in.html

Posted by Denny Hatch

The Most Successful Advertisement in the History of the World!

 
Read the 775 Words That Brought in a Staggering $2 Billion

I seriously started collecting junk mail in 1983 and launched the newsletter and archive service, WHO’S MAILING WHAT! in 1984. At some point I took note of a letter that kept coming in to my own mailbox—and was sent to me by my correspondents around the country—month-after-month-after month.
 
“Two Young Men...” letter was written by freelancer Martin Conroy and first sent out in 1974. It was mailed continuously for over 25 years. 

Late in 1991 I phoned THE WALL STREET JOURNAL circulation manager Paul Bell and ran some numbers by him. Transcript:

HATCH: Would you say that the average mail order circulation of the Journal over the past 18 years was about one million?

BELL: [Pause.] Yes, that’s about right.

HATCH: Am I right in assuming that the average subscription rate of The Wall Street Journal over the past 18 years has been about $100 a year?

BELL: [Pause.] Yes, that’s about right.

HATCH: Is it safe to assume that 55 percent of all your mail order subscribers over the past eighteen years have come in as a result of Martin Conroy’s “Two Young Men...” letter?

BELL: We have a lot of other sources—telemarketing, subscriptions from newsstand sales, gift subscriptions, supermarket take-ones, inserts. But, yes, I think 55 percent is a fair estimate.

HATCH:  Paul, one million subscribers per year times $100 equals $100 million times 18 years is $1.8 billion times 55 percent equals $1 billion. If these numbers are correct, the Martin Conroy letter is directly responsible for bringing in $1 billion in revenues to The Wall Street Journal, and is, therefore THE MOST SUCCESSFUL SINGLE PIECE OF ADVERTISING IN THE HISTORY OF THE WORLD!

BELL:  [Long silence. Then in a small voice.] Uh, please don’t tell Marty Conroy. He’ll raise his prices. 

NOTE: The Two-young men" mailing was control until 2003. This means it brought in an additional $1 billion in the 12 years since this exchange with Paul Bell, during which time the publication no doubt raised its prices. Hence the total revenue of the 775 words in the letter below would be in the neighborhood of $2 billion.

 


Dear Reader,

   On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both—as young college graduates are—were filled with ambitious dreams for the future.

   Recently, these men returned to their college for their 25th reunion.

   They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

   But there was a difference. One of the men was manager of a small department of that company. The other was its president.

What Made The Difference

   Have you ever wondered, as I have, what makes this kind of difference in people’s lives? It isn’t that one person wants success and the other one doesn’t.

   The difference lies in what each person knows and how he or she makes use of that knowledge.

   And this is why I am writing to you and to people like you about The Wall Street Journal. For that is the whole purpose of the Journal: to give its readers knowledge—knowledge that they can use in business.

A Publication Unlike Any Other

   You see, The Wall Street Journal is a unique publication. It’s the country’s only national business daily. Each business day, it is put together by the world’s largest staff of business-news experts.

   Each business day, The Journal’s pages include a broad range of information of interest and significance to business-minded people, no matter where it comes from. Not just stocks and finance, but anything and everything in the whole, fast-moving world of business . . .The Wall Street Journal gives you all the business news you need—when you need it.

Knowledge Is Power

   Right now, I am reading page one of The Journal, the best-read front page in America. It combines all the important news of the day with in-depth feature reporting. Every phase of business news is covered, from articles on inflation, wholesale prices, car prices, tax incentives for industries to major developments in Washington and elsewhere.

(over please)





   And there is page after page inside: The Journal, filled with fascination and significant information that’s useful to you. The Marketplace section gives you insights into how consumers are thinking and spending. How companies compete for market share. There is daily coverage of law, technology, media and marketing. Plus daily features on the challenges of managing smaller companies.

   The Journal is also the single best source for news and statistics about your money. In the Money & Investing section there are helpful charts, easy-to-scan market quotations, plus “Abreast of the Market,” “Heard on the Street” and “Your Money Matters,” three of America’s most influential and carefully read investment columns.

   If you have never read The Wall Street Journal, you cannot imagine how useful it can be to you.

Save $30 On Your Subscription

   Put our statements to the proof by subscribing for a full year right now and save $30 off the regular subscription price. That’s right, order now and you can receive The Journal for an entire year for $99.

   Or if you prefer, a 13-week subscription is only $34. It’s a perfect way to get acquainted with The Journal. Either way—one year or 13 weeks—we pay the delivery costs.

   Simply fill out the enclosed order card and mail it in the postage-paid envelope pro-vided. And here’s The Journal’s guarantee: should The Journal not measure up to your expectations, you may cancel this arrangement at any point and receive a refund for the undelivered portion of your subscription.

   If you feel as we do that this is a fair and reasonable proposition, then you will want to find out without delay if The Wall Street Journal can do for you what it is doing for millions of readers. So please mail the enclosed order card now, and we will start serving you immediately.

   About those two college classmates I mention at the beginning of this letter: they were graduated from college and together got started in the business world. So what made their lives different?

   Knowledge. Useful knowledge. And its application.

An Investment In Success

   I cannot promise you that success will be instantly yours if you start reading The Wall Street Journal. But I can guarantee that you will find The Journal always interesting, always reliable, and always useful.

                                                                 Sincerely,


                                                                Peter R. Kann
                                                                Publisher


PRK:eu
Encs.

P.S. It's important to note that The Journal's subscription may be tax deductible.
       Ask your tax advisor.

© 1991 Dow Jones & Company, Inc. All Rights Reserved.


Observations About People and Copywriting
By Martin Conroy
(From an email exchange with Denny Hatch, 1997)

 Martin Conroy, circa 1960s
If you’re trying to find out what makes people tick, you might take a look at the Seven Deadly Sins from the old Baltimore Catechism.

Remember them? Pride, covetousness, lust, anger, gluttony, envy and sloth. Of course, the deadly sins are all bad and all extreme and all no-nos.

But there’s an unsinful, unextreme side to every one of them where you can see how good and honest people act and react:

• On the sunny side of sinful pride, for example, nice people still take normal, unsinful satisfaction in what they are and what they have.

• Short of deadly covetousness, people have an understandable desire to possess some of the good things in life.

• Instead of sinful lust, there’s good old love that makes the world go ‘round. 

• Without raging in anger, good people can still feel a reasonable annoyance with bad people and bad things.

• Without getting into gross gluttony, normal men and women can have a normal appetite for good food and drink. 

• Short of envy, there’s a very human yen to do as well as the next guy.

• And as for sloth, who isn't happy to learn an easier way to do things.

• The Seven Deadly Sins. If you want to know what makes people act like people, they’re worth a look.



 
Martin Conroy, 84, Ad Writer Famous for a
Mail Campaign Is Dead 
By MARGALIT FOX  DEC. 22, 2006 



Martin Conroy, an advertising executive who without recourse to glossy paper or fancy graphics created one of the most enduring ad campaigns of all time, died on Tuesday in Branford, Conn. He was 84 and lived in Madison, Conn., and Captiva, Fla.

The cause was complications of lung cancer, his son Martin Peter Conroy said.

Mr. Conroy’s masterwork never appeared in newspapers or magazines. Nor was it broadcast on television or the radio. It was a letter — a simple, two-page letter. It begins:

“On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both — as young college graduates are — were filled with ambitious dreams for the future.”

Then, a small note of foreboding:

“Recently, these men returned to their college for their 25th reunion.”

Mr. Conroy’s letter is a subscription pitch for The Wall Street Journal. Written in plain language with the inexorable pull of a fairy tale, the letter is widely considered a classic of direct-mail marketing, sent to millions of people in the course of nearly three decades.
Although The Journal kept no statistics on the letter’s effectiveness, its sheer longevity, direct-mail experts say, is its own best testament. With minor variations, Mr. Conroy’s letter was in continuous use for 28 years, from 1975 to 2003.

“It’s the ‘Hamlet,’ the ‘Iliad,’ the ‘Divine Comedy’ of direct-mail letters,” James R. Rosenfield, a direct-marketing consultant in New York and San Diego, said in a telephone interview this week. “It’s had a longer life, to my knowledge, than any other direct mail in history.”

Alan Rosenspan, the president of Alan Rosenspan Associates, a direct-marketing concern in Newton, Mass., uses Mr. Conroy’s letter as a teaching tool in seminars.

“I ask people to read out loud the first paragraph of the letter,” Mr. Rosenspan said by telephone. “And what’s astonishing to me is that they never stop at the first paragraph. They keep on reading. And I tell them: ‘You have just proven why this letter’s so powerful. It’s a story.’ ”

The direct marketer’s task is to reel readers in — gently, firmly, imperceptibly — and keep them reading, despite the looming maw of the wastebasket. Mr. Conroy’s letter does so by spinning the hypnotic story of two young lives fatefully diverging. Here is what comes next:

“They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

“But there was a difference. One of the men was manager of a small department of that company. The other was its president.”

Strikingly, the letter nowhere says that the man who made good read The Journal. But the message is resoundingly there, between the lines.

“It doesn’t start off by saying, ‘Be rich beyond your wildest dreams and dominate your fellow human beings,’ ” Mr. Rosenfield said. “But the very obvious, palpitating subtext — it’s barely even a subtext — is greed and envy. So it’s a lovely combination of a hard-sell letter nested inside a kind of soft shell.”

Martin Francis Conroy was born in Manhattan on Dec. 13, 1922. In 1943, he earned a bachelor’s degree in English from the College of the Holy Cross in Worcester, Mass., and afterward served with the Army in Germany. He worked as a copywriter at Bloomingdale’s and on the editorial staff of Esquire magazine before joining BBDO in 1950; he later became a vice president there. He left the agency in 1979 to work as an independent consultant.

Mr. Conroy is survived by his wife, the former Joan Crowley, whom he married in 1949; eight children, Ellen McNamara, of Stamford, Conn.; Janice Albert, of Seattle; Martin Peter, of Hong Kong; John, of Manhattan; Thomas, of South Orange, N.J.; Dennis, of Darien, Conn.; James, of Fairfield, Conn.; and David, of New Milford, Conn.; a sister, Ellen Gruppo, of Darien; and 14 grandchildren.

Besides The Wall Street Journal, Mr. Conroy’s other accounts at BBDO included The Boston Globe, General Electric, Sheraton and Tupperware. But more than anything else, it was the Journal letter that made him storied in his field.

“I have won 20 direct-marketing Echo Awards,” said Mr. Rosenspan, referring to the international award given annually by the Direct Marketing Association, an industry group. He added:

“I would trade all of them to have written this letter.”

###

Takeaway to Consider

• Direct marketing guru Axel Andersson did the obvious arithmetic and discovered $2 billion divided by 775 words equals $2.58 million per word. "I can't imagine any other literary work in history making that much money unless, perhaps, the Bible." He added, "And that took 2000 years." 

• Over the 28-year lifespan of the "Two Young Men..." letter, scores of freelance copywriters and agencies were paid thousands of dollars by The Wall Street Journal in attempts to beat this fabled control. It supposedly lost to an occasional test effort now and then according to rumors. But like Cisco Houston's wonderful folk song, The Cat Came Back, the two young men kept showing up in the WHO'S MAILING WHAT!  archive until 2003. 

Specifications of the Mailing
• Outside Envelope: 4" x 7-1/2," one color (black), glassine window lower right.
• Letter: 7" x 10-1/2", two-over-one (all black with Kann signature in blue on back).
• Order Card: 3-1/2" x 7," two color with detachable Guarantee.



P.S.  This past week I emailed Paul Bell and asked how The Wall
         Street Journal paid its circulation copywriters. Paul’s reply:

Denny:

The letter “Two Young Men,” was in use as the control mailing during the late 1970s and early 1980s, when I arrived in the WSJ circulation department. Marty Conroy, who at one time was a regular copywriter at BBDO and later went out on his own, was on an annual retainer. I don’t recall the annual fee we paid to him.

The ballpark fee in the late 70s and early 80s was small by today’s standards, as I recall it. I can’t say for certain, but $5,000 seems to stick out in my mind ... and a smaller fee paid to tinker with the letter for subsequent test mailings. Notwithstanding this, remember that Marty was on a retainer and didn’t get the per-letter fee. Later on, perhaps it was 1990 or so, the retainer ended, but Marty stayed as a regular contributor for Barron’s and the Journal. We evolved to paying Marty per letter, thus my comment, “Don’t tell Marty or he’ll raise his price.”

I can emphatically say that at the Journal we bought the unlimited rights to each direct-mail letter and didn’t pay any performance bonuses.

I’m so glad you included the obituary written by Margalit Fox. She was masterful, and went through several phone calls with me to be sure she got the fine points down correctly. It was a masterful tribute to a genuinely good man.

And finally - - the Seven Deadly Sins. Marty said all of life’s foibles and vagaries could be traced to at least one of them.

All the best,

Paul
###

Word count: 2600


At age 15, Denny Hatch—as a lowly apprentice—wrote his first news release for a Connecticut summer theater. To his astonishment it ran verbatim in The Middletown Press. He was instantly hooked on writing. After a two-year stint in the U.S. Army (1958-60), Denny had nine jobs in his first 12 years in business. He was fired from five of them and went on to save two businesses and start three others. One of his businesses—WHO’S MAILING WHAT! newsletter and archive service founded in 1984—revolutionized the science of how to measure the success of competitors’ direct mail. In the past 55 years he has been a book club director, magazine publisher, advertising copywriter/designer, editor, journalist and marketing consultant. He is the author of four published novels and seven books on business and marketing.

CONTACT
Denny Hatch
The St. James
200 West Washington Square, #3007
Philadelphia, PA 19106
215-644-9526
dennyhatch@yahoo.com

Note to Readers:  
May I send you an alert when each new blog is posted? If so, kindly give me the okay by sending your First Name, Last Name and e-mail to dennyhatch@yahoo.com. I guarantee your personal information will not be shared with anyone at any time for any reason. I look forward to being in touch!

Invitation to Marketers and Direct Marketers: 
Guest Blog Posts Are Welcome. 
If you have a marketing story to tell, case history, concept to propose or a memoir, give a shout. I’ll get right back to you. I am: dennyhatch@yahoo.com
215-644-9526 (rings on my desk).

You Are Invited to Join the Discussion!