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 dennyhatch.com.

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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