Caroline E. Mayer

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.

Are bean counters, lawyers and newbies making marketing decisions? Feb. 21, 2006: Vol. 2, Issue No. 14 IN THE NEWS Bank Gift Cards Come Wrapped With Limits Consumers Rankled By Obscure Charges, Rules Visa likes to say that "finding the perfect gift just got easier" with its gift card. But recipients of those cards—or similar ones issued by MasterCard or American Express—are discovering that using them presents unexpected difficulties. —Caroline E. Mayer, The Washington Post, Feb. 17, 2006 Rental Car Customers Chafe at Tougher Rules It is not difficult to find a business traveler who is hopping mad at Hertz these days. Krishna Kumar,

By Denny Hatch Ihave always believed that because a great deal of information about my wife and myself was out in cyberspace, our lives are much easier. When we moved to Philadelphia, we got a mortgage in one day. When we were in Istanbul, I stuck a piece of plastic into a machine and instantly became a Turkish millionaire (US$5 = 7.9 million Turkish lira). In the past I've frequently quoted freelancer Ed McLean's rule: "You must dumb down what you know." To be successful, personal information about the subject must operate behind the copy, not be part of it (e.g., not: "Congratulations

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