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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.

In 2005, Merck & Co.—the huge pharmaceutical conglomerate—was poised to get FDA approval for Gardasil, a supposedly foolproof vaccine against cervical cancer. In June 2006, the influential government Advisory Committee on Immunization Practices (ACIP), recommended that shots be given to all pre-teen girls starting as young as nine at the discretion of their doctors. Merck operatives and lobbyists blitzed state legislators with the news. Their message of fear: Unless you make Gardasil a requirement for entrance into junior high and high schools, girls in your state could die of cervical cancer. So far, fearful lawmakers in 20 states are drafting bills that make the

Cartoon Network's amazing unique selling proposition Sept. 22, 2005, Vol. 1, Issue #33 IN THE NEWS Don't touch that dial! Not unless you want your children to grow up to be clueless, sad-sack 40-year-old virgins. That's pretty much the message Cartoon Network is sending parents as it launches its new block of programming, "Tickle U," as in University: two hours of cartoons on weekday mornings that will ostensibly help preschoolers develop a sense of humor, without which they will lead a sad and lonely life. --Lenore Skenaky "TV telling kids what's funny? It's laughable." New

By Judy Cromwell Know thy audience" is the golden rule of every good direct response copywriter. Today more than ever, personalization and printing techniques—not to mention skilled database analyses and web-based applications that reach out to the customer—make it possible to target an amazingly narrow audience. But state-of-the-art technical applications go to waste if the writer fails to understand the prospect's psychographics—the fears and desires that motivate a sale. Here are three examples of great copywriting that capitalize on all the information available, including the writer's most treasured gifts: insight and common sense. Write Your Copy in the

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