tag:blogger.com,1999:blog-3872537973078213619.post4640353232018624380..comments2024-03-24T03:29:42.397-04:00Comments on Denny Hatch's Marketing Blog: #159 DisclaimersDenny Hatchhttp://www.blogger.com/profile/13790655444232754655noreply@blogger.comBlogger8125tag:blogger.com,1999:blog-3872537973078213619.post-76973014035060773472022-06-18T10:51:32.432-04:002022-06-18T10:51:32.432-04:00Tim,
Thanks as always for taking the time to comme...Tim,<br />Thanks as always for taking the time to comment.<br />I had forgotten about ALL CAPS as a tough-to-read gimmick. <br />My opinion: the three greatest villains in screwing up communications are:<br />1. Lawyers. <br />2. Designers. <br />3. Their bosses who don't know squat about communications.<br />This post was about lawyers and disclaimers. <br />Many of my posts are about designers. They go for "pretty" and "arty" rather than readability. They drive me nuts. <br />And finally, the bosses. With the explosion of the Internet and digital communications in the 80s, 90s and beyond, people with no experience, who had never been mentored in anything were hired. They don't operate on knowledge and proven rules. THey go by their "gut."They in turn moved up the ladder and hired others. Who hired more.<br />We live in a world of fleas as in Dean Swift's poem:<br />Greater fleas have lesser fleas<br /> Upon their back to bite 'em.<br />Lesser fleas have little fleas,<br /> And so, ad infinitum.<br />My advice: never stop mentoring!<br />And do keep in touch!<br />Cheers.<br />Denny Hatchhttps://www.blogger.com/profile/13790655444232754655noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-90756879460038312262022-06-14T18:30:56.859-04:002022-06-14T18:30:56.859-04:00Good afternoon, Denny!
Another typographic peculi...Good afternoon, Denny!<br /><br />Another typographic peculiarity lawyers are fond of is insisting that certain statements – sometimes paragraph after paragraph of them – be set in ALL CAPS. Someone in law school has told them this will get attention and be read. They also like sentences as long as paragraphs, and paragraphs as long as pages.<br /><br />In TV commercials, they have no problem insisting on mouse type across the bottom of the screen that says something totally different from what the announcer is saying on the track.<br /><br />Keep up the good work!<br /><br />Best regards!<br /><br />Tim OrrTim Orrhttps://www.blogger.com/profile/15520885669423294306noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-18921029549111281022022-06-14T14:05:10.021-04:002022-06-14T14:05:10.021-04:00Love it, Jeffrey! Thank you, thank you!!!Love it, Jeffrey! Thank you, thank you!!!Denny Hatchhttps://www.blogger.com/profile/13790655444232754655noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-63875172103444855582022-06-14T11:30:16.941-04:002022-06-14T11:30:16.941-04:00Mark, Many thanks for your encouraging words.
For...Mark, Many thanks for your encouraging words. <br />For the record, I do take on occasional clients.<br />Do keep in touch!<br />Denny Hatchhttps://www.blogger.com/profile/13790655444232754655noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-13326338313810872252022-06-14T11:27:57.787-04:002022-06-14T11:27:57.787-04:00From long-time subscriber/reader Jeffrey Dobkin:
T...From long-time subscriber/reader Jeffrey Dobkin:<br />Tue, Jun 14 at 10:34 AM<br />Hey, Y’all…<br /> Enjoyed your last column about disclaimers.<br /> I wrote a contract years ago for the sale of my mailing list, and since then published it my book, “How To Market A Product For Under $500!”<br /> It followed your guidelines of creating a document no one would read.<br /> It was a full page entitled “Standard List Rental Contract” which of course I made up. It ran 2 columns, set in Helvetica Narrow, all caps - 11 point on an 10 point leading. Not even my typesetter could proof it...<br /> It was written in mumbo jumbo legalese, with lots of why’s and wherefores sprinkled with a few therefore’s…<br /> A whole page of gibberish except for a paragraph found - if you could read the whole thing - about 3/4 of the way through the copy, which stated something like: If you abuse our list we reserve the right to sue you, collect lawyers fees, travel expenses and hotel accommodations if we sue you and win. <br /> When someone mailed to our list a second or third time without payment, I sent them a note they owed us money for the additional list rental. I pointed to the contract they signed when renting the list. I also mentioned our lawyers and myself loved to travel first class - which they would have pay for, and by the way we’ve never lost a case - which was true.<br /> We actually never went to court. Everyone paid after receiving the letter.<br /> Please feel free to publish this aside to your article.<br /> Best,<br /> Jeffrey Dobkin<br />Denny Hatchhttps://www.blogger.com/profile/13790655444232754655noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-74793770945769647812022-06-14T11:25:53.155-04:002022-06-14T11:25:53.155-04:00Doug, Thanks for writing. I was being facetious.
...Doug, Thanks for writing. I was being facetious. <br />Do keep in touch.<br />Cheers!<br />Denny Hatchhttps://www.blogger.com/profile/13790655444232754655noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-87232089160460405852022-06-14T10:27:32.575-04:002022-06-14T10:27:32.575-04:00Over several years of subscribing to different cop...Over several years of subscribing to different copywriters to learn from them on direct mailing, I'm starting to see more of them selling their own products and service at a high price. That is why I enjoy your post so much that gives us real examples of what we are seeing in adverting today. Waiting for your next post. Thank You Markhttps://www.blogger.com/profile/08173691378496685597noreply@blogger.comtag:blogger.com,1999:blog-3872537973078213619.post-76885956985163882752022-06-14T10:18:54.382-04:002022-06-14T10:18:54.382-04:00I believe it's pronounced bee-day. (We Bronx ...I believe it's pronounced bee-day. (We Bronx boys do get some education, you know.)Doug Greenerhttps://www.blogger.com/profile/12315733437857752430noreply@blogger.com