Bob Teufel

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

When The Wall Street Journal has a special section titled “The Journal Report,” I try to read it. I pay a lot to subscribe because I need to know what the current thinking is in all aspects of business. I started reading “The Journal Report” to learn about the 10 ways to make more money in a job. The writer’s first suggestion was: Listen to your boss. I got no further. The words hit me with the same effect that biting into a madeleine cake had on Marcel Proust (1871-1922). The taste of that small, rich cookie sent a flood of memories reeling through Proust’s brain and was

By Denny Hatch It's rough out there. Dot-coms going under. Layoffs everywhere. Stock market's going south. What's a person to do? All through the 1960s and early 1970s I worked for people who threatened to fire me if they caught me moonlighting. I was suitably scared and served as a non-moonlighting slave at slave's wages. (I earned $90 a week in 1960; in 1961 I was making $6,000 a year.) If I had it to do again, I would moonlight up a storm—gain the extra experience and grab the extra money. More to the point, I would have fireproofed myself—had some income

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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