Southern California

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.

As California suffers from one of the worst droughts in recent history, it was recently reported that the chairman of the board of the Metropolitan Water District of Southern California (MWD), was among some of the worst offenders in personal water consumption—yet he recently launched an advertising blitz to persuade 19 million people to save water.

The U.S. Postal Service has rules about sending food through the mail. "Mailable perishable matter can be sent at the mailer's own risk," the USPS site states. But bread, eggs, milk and more have been the mail for AmazonFresh grocery buyers in Northern California since August, according to the Wall Street Journal. "So much for drone delivery," gibes BloombergBusinessweek's Devin Leonard on Sept. 11.

Back in the early 1980s, Peggy and I were taken to an open house at the Nutmeg Curling Club in Darien, Conn. We tried the sport and liked it. Dues were cheap, and curling was a grand diversion over the winter—a sport to enjoy from ages 8 to 80. Fellow members were all party animals. Booze flowed and second-hand cigarette smoke was a fact of life. I never got good at curling, but Peggy excelled. She traveled to bonspiels (friendly competitions in the northeast) and had a blast. After a few years, her team won the regionals and she went off to compete nationally.

"An educated consumer is our best customer." So said Sy Syms in the long-running commercials for his clothing store chain. You want to make sure your prospects have all the information they need to make a purchase and become a lifetime customer. Direct mail — with the right copy and design — can make …

If you haven't heard of Responsive HTML yet, you will. It's becoming one of the more important website technologies today. If you plan to build or update a website in the near future, then responsive HTML should be part of your game plan. Gone are the days where you just had to build a website to work in multiple browsers. Now, you also need to support a wide variety of screen sizes. Responsive HTML solves this by allowing a website to "respond" differently based on the screen size.

Last summer, my college-age son was lucky enough to land a summer internship at a manufacturing company in Southern California. Considering there were over 100 applicants, he was thrilled to have been selected for a position where he could demonstrate his newly learned marketing skills. And as a college Junior, he was excited with the promise of full-time employment upon graduation. He started the job with relish, and 4 and a half months later went back to college feeling on top of the world.

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