Istanbul

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.

It’s easy to rely on the latest breakthroughs in marketing technology to drive sales, meet quotas and secure our jobs. But in the end, we’re all human. And that human touch goes farther than the latest integration to your marketing stack. A great example of how the human touch builds brands and always will is Shake Shack.

One of the great thrills of traveling far from home—Nairobi, Cairo, Istanbul, Hong Kong, Amman—was to wake up in the middle of the night and turn on my tiny, portable shortwave radio with a pillow speaker. Suddenly breaking through the myriad static would be “Lillibullero,” the BBC’s signature tune at the top of the hour, always sounding tinny, as though it were coming over an old 78-rpm phonograph. This would be followed by series of beeps and a voice with a very English accent coming out of the blackness of a hotel room in a foreign land: Beep ... Beep ... Beep ...

By Lois K. Geller It started with a phone call. A pleasant female voice asked, in delightfully accented English, did I want to speak about direct marketing in Istanbul? The next thing I knew, Mike McCormick, our creative director, and I were relaxing in the business-class section of Turkish airlines. Nine hours later, we met the wonderful Meltem Karateke, president of IMI Conferences and the greatest hostess in the world. Until then, I had only a vague idea of where Turkey is. I wasn't at all sure I wanted to go there, but it was a new and exotic place, and I'm a

By Denny Hatch Ihave always believed that because a great deal of information about my wife and myself was out in cyberspace, our lives are much easier. When we moved to Philadelphia, we got a mortgage in one day. When we were in Istanbul, I stuck a piece of plastic into a machine and instantly became a Turkish millionaire (US$5 = 7.9 million Turkish lira). In the past I've frequently quoted freelancer Ed McLean's rule: "You must dumb down what you know." To be successful, personal information about the subject must operate behind the copy, not be part of it (e.g., not: "Congratulations

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