Denny Hatch

Denny Hatch

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

19 Ironclad Rules for Readable Communications

Tests have shown that a sentence of eight words is very easy to read; of 11 words, easy; of 14 words, fairly easy; of 17 words, standard; of 21 words, fairly difficult; of 25 words, difficult; of 29 or more words, very difficult; so this sentence with 54 words, counting numbers, is ranked impossible.

Denny’s Zinger: A One-word Typo Was a Deal Killer

At best, this one-word typo makes the Lantern people look like chumps. At worst it cost them revenue. If you don’t have a capable copy editor and proofreader in your organization, either hire one fulltime or keep a good freelancer busy.

The Greatest Data-Driven Election

In marketing, the key copy drivers — the seven emotional hot-buttons that make people act — are fear, greed, guilt, anger, exclusivity, salvation and flattery. In 1948, Harry S. Truman pulled all of them out his bag of tricks — at once folksy, snarling and passionate.

Denny’s Zinger: From OAT — A Marketing Masterpiece!

Overseas Adventure Travel (OAT) — a division of Grand Circle Travel — offers exotic trips that put tourists into the heart and soul of foreign countries and peoples. Dispatches is OAT's public relations magazine exclusively for repeat travelers and filled with snapshots and personal essays by happy tourists in faraway places.

Should You Start a Business That Outsiders Control?

The Southern California drought is causing ecological and economic mayhem. In 2014, Governor Jerry Brown decreed a 25 percent reduction in water usage. “According to the California Building Industry Association, most new homes use 174,000 gallons of water per year with 57 percent used for landscapes and 9 percent used for over watering!”

Denny’s Zinger: How the Donald Is Selling Himself was dominated by presidential candidate Donald Trump on July 10. I was agog! Astonishingly, the bombastic billionaire is leading his Republican rivals, according to the latest Economist/YouGov poll.The late guru and teacher Ed Mayer wrote that success in direct marketing is 40 percent lists.

Denny’s Zinger: Are You Abused by Your Customers?

A bunch of Decembers ago, Peggy and I were in Vienna. On Mariahilfer Strasse — the central shopping district — we stopped into a coffee shop. The place was jammed — people at tables with empty cups relaxing with books, piles of newspapers or intensely working over laptops.

Taylor's Swifty Takes a Big Bite Out of Apple

They're all gone. The glorious hardware. Vinyl records with the drop-dead gorgeous cover designs. Jewel boxes with CDs. Vanished. Poof! Now everything is digitized. No paper, no printing, no binding, no vinyl, no shipping. The end product of these digitized goodies: invisible spritzes of electricity — a series of ones and zeroes coming out of ghostly speakers in the sky.

The Life and Death of Lear’s

In 1987, Frances Lear, age 65, set up shop in New York as a fledgling publisher. She shook up the magazine world. In her editor’s letter of Issue No. 1, Lear wrote, "I arrived in New York with two suitcases of clothes, a few pieces of paper and the germ of an idea." The “germ of an idea” was to create a glossy, upmarket magazine exclusively for women aged 50 and over — Lear’s.