Avery Johnson

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.

E-mail is handy, but it cuts both ways April 13, 2006: Vol. 2, Issue No. 29 IN THE NEWS E-mail to Denny Hatch Your membership dues in the [City] Direct Marketing Club for 2006 remain unpaid.  The bylaws of the organization clearly state that unpaid accounts are to be canceled.  I'd hate to see that happen if you don't want it to. We have made several attempts to move you to action over the past 5 months. Now the 2006 Membership Directory is entering production and your name and company will not appear in it unless I receive your $125 membership dues

By Denny Hatch I despise the term "snail mail." It is a pejorative that denigrates all hand-carried mail—Standard, First Class and Parcel Post—as well as the dedicated men and women who deliver it. It is a far more offensive term than "junk mail." My entire reputation was built on direct mail, the result of my wife and I starting WHO'S MAILING WHAT!—a newsletter (now called Inside Direct Mail) based on my archive of tens of thousands of direct mail samples. In the Oct. 26, 2004 Wall Street Journal, staff reporter Avery Johnson wrote a story titled, "Cheap-Tickets Sites Try New Tactics." From the story:

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