Bill Clinton

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.

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

I am about to reveal some untold secrets about sweepstakes. This information comes from 40 years of marketing experience, with 30 of them at the very private and secretive granddaddy of sweepstakes … Publishers Clearing House.

When was the last time you checked your copy's grade level reading scores? American's reading ability is declining. And you could be writing over your prospective customer's ability to understand your message. In the U.S., average reading levels are at about the eighth grade level. But 1-in-5 U.S. adults read below a fifth grade level. And surprisingly, 14 percent of U.S. adults can't read

The Macmillan Dictionary defines charisma as: NOUN/ ka 'rizzma—a strong personal quality that makes other people like you and be attracted to you. The Wall Street Journal's Elizabeth Holmes wrote a 1,296-word essay titled: "How to Develop Your Personal Presence on Social Media and in Real Life." The subhead is: "Presence, a Mix of How You Look, How You Communicate and How You Behave, Influences Your Social Stature and Ability to Climb the Ranks." Included were a slew of tips on developing: "Your authentic self, combining strength and warmth."

The 2010 election was not a great one for Democrats, as scores of candidates were defeated in a Republican wave. Their control of the U.S. Senate was maintained, though, and 2011 saw several direct mail efforts by the Democratic Senatorial Campaign Committee to see that it stayed that way. Centering on the theme of "I Am The Firewall," the mailings tried to energize Democratic supporters, to make certain that nothing was being taken for granted.

If the 2008 election was about hope and change, the 2010 mid-term campaign, judging by its direct mail, was mostly focused on anger. That's the most obvious takeaway based on a review of the fundraising appeals and campaign fliers that we've seen during the year. Whether directed at President Obama, or at Congressional leaders Harry Reid and Nancy Pelosi, this emotional touchpoint dominated political mail like it hasn't since the days of Bill Clinton.

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