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

This is the era of bad-ass bankers and banks "too big to fail." For example: In 2013, eight international banks were fined $2.3 billion in a global LIBOR-rigging scandal. In 2014, Wall Street banks and their foreign competitors were assessed fines of $100 billion as settlements in the financial crisis of 2008. Among them: JPMorgan Chase, Bank of America, Citigroup, Wells Fargo, Morgan Stanley and Goldman Sachs. This is roughly the entire GDP of Monaco.

By Denny Hatch As I was canceling my First Union business account, the lady asked why I was leaving. I said it was because I was dunned twice for two cents and collection action was threatened. "That was a system thing," she explained. "A person did not do that to you. It was the system. No person ever sees what is mailed to customers. You should have come to me and I would have taken care of it." Bob Hemmings is one of the great men of direct marketing. Now in his 80s and proprietor of the Hemmings IV Direct agency in

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