Denison Hatch

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

Take a gander at this paragraph from a Wall Street Journal story by Robin Sidel on Oct. 20, 2008:

AmEx recently slapped a $1,100-a-month spending limit on John and Monica Bell's platinum AmEx charge card. The reason: AmEx customers who pay with plastic at the same places where Mrs. Bell shops and have the same mortgage lender have poor repayment histories, according to a letter sent by AmEx.

The couple pays $450 a year for the card—which promises "no pre-set spending limit." The couple routinely spent $5,000 a month—that's $60,000 a year—and has never been late with a payment.

If the data goons are allowed to start treating blue-ribbon American Express Platinum Cardmembers like chronic deadbeats, what will happen to the rest of us?

The excess of zeal that fueled the subprime real estate debacle has turned into an excess of fear.

By Donna Baier Stein Last time out, I discussed point of view (POV among writerly types) and how it's used to best effect in direct mail copywriting. First person (I) establishes trust and creates a personal interaction. Second person (you) makes it easy to focus on benefits to the reader. Two other points of view are third person (he/she/it) and mixed, probably the most common POV you'll find in direct mail copy. It's pretty much impossible to make an effective call to action using third person. But it can be used to set the stage for your offer and ask. Remember

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