Bob Scott

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.

Praise God from whom all blessings flow. Praise him for the Kindle here below. I can catch a TV interview with the author of a new book and have a sample on my Kindle while the interview is still in progress. If the sample works for me, I'll have the book in my Kindle account 60 seconds later. Amazon sends me a ton of free samples and I buy a lot of books. What follows is a series of ledes from books available on Kindle where the author struck out with me.

A very bright guy I know in Philadelphia recently forwarded me a sales letter that may very well be the worst of 2014 ... though we still have four more months for someone to prove me wrong. He wrote, "Thought you might want to take a look at what is spinning currently in the online marketing world.  I would love to figure out what it means.  Perhaps you can discern how it works.  It also could be a topic for your column."

A number of years ago, a guy named George Kurian, an encyclopedia author, wrote me a letter proposing that we co-author a book. His title: “Advertising as Literature.” I had never heard of Kurian, but he seemed well credentialed, with contacts in the publishing world, so I agreed and put together a book proposal. My subhead: “What Authors Can Learn from the Great Copywriters.” In my spare time I amassed a huge file of material. All I needed was a contract and I could produce the book in six weeks. Kurian liked it, shopped the proposal around and got zero response. A top editor I know

Back In the earlier part of this century, direct marketing didn't even have a name. Over the years, more and more disciples became devoted to this super-focused method of reaching and selling customers; eventually direct marketing drew enough of a following to earn its own professional association and a trade journal. However, only in the past five years has direct marketing fanned out to touch nearly every company across this country—and even the world. For those who started out in this "industry," there weren't any college classes, associations or experts to learn from. No companies ran workshops, seminars or full-blown conferences on creating effective

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