Bill Jayme

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

Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.

As 2014 draws to a close, I began thinking about the past 12 months and some of the lessons learned and the new words, concepts, techniques and technologies that have entered our marketing world. It boggles the mind! Here's what I learned ... how about you?

In the media player at right is an illustration of a lift piece I wrote and designed for a U.S. Curling Association fundraising effort. Note the Courier typeface. This was deliberate. Courier is historically the stuff of old typewriters and the fabled QWERTY keyboard (which I am using right now). The letter from Pete Fenson looks like he might have "hunt-'n'-pecked" it personally. It is a different typeface from everything else in the package

Openers can be onerous. Which may be why registrations for last week's webinar, "Copy Starters: 48+ Ideas for Letter and Email Openers" were some of the highest ever for Target Marketing. The hour-long session was based on a column I wrote for Target Marketing magazine in March 2012 that still attracts online readers. Couldn't attend? Here's a short recap of some of the most frequently asked questions and high points of the discussion.

"Your first 10 words are more important than the next 10,000," wrote America's super-salesman Elmer "Sizzle" Wheeler (1903-1968). What are the first 10 words? In the world of advertising, they are called "headlines." Newspaper journalists call them "heds."

More Blogs