California region

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 dennyhatch.com.

A 26-year veteran of the Ford Motor Company, Michael D. Richards, was appointed general marketing manager of Lincoln Mercury in January 2006. Prior to that, he served as Ford’s customer service division general sales manager and regional manager for the California region and the Detroit region. Does customer service experience qualify him to oversee a direct marketing lead-generation campaign for Lincoln cars? Hardly. Richards sent me a mailing so humongous—a 10˝ x 15 1⁄2 ˝ four-color outer envelope—that it dominated everything that had come through the mail slot. Inside the carrier envelope were two elements: a giant 20-page, four-color brochure on heavy paper stock

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