Denny Hatch Whenever

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

By Denny Hatch Whenever someone calls me looking for advice on how to sell a product by mail, I invariably suggest a wee test in space to see if it fogs the mirror. The reasons: • A great many businesses started with small space ads. Among them: Lillian Vernon, J. Peterman, Banana Republic. At right is the ubiquitous "Indispensable Black Travel Dress" ad that TravelSmith runs everywhere. The purpose is to make a little money and get a customer who will buy additional merchandise from the catalog. • Use a space ad, and your offer can be in your prospect's hands quickly. •

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