Arthur Brisbane

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.

Occasionally in my 50-plus years in business, I have crossed swords with MBAs. With few exceptions, I have found them to be jerks—full of themselves, woolly-brained and sated with book learning. Anything they write—memos, letters, business plans or white papers—is filled with turgid prose, footnotes and sheer boredom.

A tale of two news releases that arrived on the same day: News release No. 1—dreary, unfriendly, unattractive, unreadable. See illustration No. 1 in the media player for a typical e-news release. This is one of many that show up on my computer screen—typical of what public relations/publicity firms send out by the thousands every day. Rules broken

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