I just wanted to say how much I enjoy your newsletter. The stories are always fascinating and the take away points are to the point and useful. I look forward to receiving your emails. Thank you.
Sometime in the future, I would love to see a collection of your e-newsletter essays in book form. May I suggest something like: “The Best of Denny Hatch, Business Common Sense.”
Readers respond to “The Decline and Fall of Competent Direct Mail: Why Credit Card Mailings Are Bombing, published August 1, 2006.
I thought that this latest newsletter was just great and made the sort of points, illustrated with an interesting and congruent example, that anyone attempting direct mail shots should understand. In this time of e-mails and Spam, I reckon the beauty of receiving a well conceived and executed mailing shot is working even better than ever before. Thanks for an interesting and insightful newsletter … always find it refreshing, relevant and rewarding.
I loved your latest piece on credit-card sales letters. Because it validated what I have been observing. I usually don’t even read credit card letters, but I recently received one that was so bad, I just had to read it, in order to disparage it. As I read down the copy--I can’t bring myself to use the words “sales copy,” since there’s no way it would sell anything except to the most desperate prospects, and these are not the prospects I would want. As I read down the copy, I noticed all the same things you criticized. Even the most basic copywriting techniques would have improved this letter. I threw it in the trash. But I see now I should have kept it. I should have marked it up with a red pen. I should have framed it. But maybe they’ll send me another one…
—J. Timothy King