Are You Writing for Spiders?
Because Edelston was so protective of Mel Martin—paranoid that some direct marketer might discover his name and phone number and offer him a writing job—he would never reveal his name. As a result, Martin received no Axel Andersson Certificates of Excellence. Every time I did my Axel Awards slide show, I was forced to talk about "Marty Edelston's mystery copywriter."
Mel Martin died in 1994. His legacy: a powerful copywriting technique that made it possible for Martin Edelston to build a $125-million-a-year business and an extraordinary oeuvre of direct mail that continues to generate profits well into the 21st century.
P.S. All reader comments are welcome. However ... some changes
Over the seven years this e-newsletter has been published all correspondence has been automatically forwarded to my in-box, email@example.com. I read every word of every letter, and did ultra-lite editing—correcting spelling, typos and tangled syntax—before posting the comment. The only comments I did not post were spam, potential libel, expletives or anonymous messages with no name or email address.
I have always made it a point to reply privately with a thank you to everyone who took the time to send in a comment and, as readers know, often I would add a backstory as well as try to answer any questions. Replying individually—as opposed to posting replies—is based on my belief that in the column, I’ve had my say and the comment section is for you to have your say.
A new system has been put in place. All comments are automatically posted without my seeing them first. So please run you comment through Spell-Check and self-edit.
Under the old system, readers were asked to include their email address. However, I urge you not include your email address in the text of the comment, because the world is full of hackers and spammers out to do harm.