Clarine Nardi

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.

Here's a sleazeball scenario. "Contemplate this only somewhat fictitious example: A "charity" is created to educate the public about the common cold. It hires a professional fundraiser to conduct a direct mail campaign to raise money. (Telemarketing can be easily substituted for direct mail here.) The direct mail copy provides a statistic on how many people annually catch a cold and includes the following tips on how to avoid it: Wear a hat, eat soup and avoid people who sneeze."

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