Dick Jordan

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.

The dumbest thing I ever did in business was heed the dire warnings of the bloodsuckers I worked for in my early years, who threatened instant dismissal if they caught me moonlighting.

So I didn't moonlight and was fired anyway—often.

These are rough times. And we're all dependent on mediocre, unmotivated co-workers and potentially failing businesses, no matter how superb our own performances.

If you can get something going on the side, for God’s sake do it! This way, if you get fired laid off, you’re still working.

I stumbled across Randy Cohen’s column in that most dismal and pretentious of publications, The New York Times Magazine. It reminded me of a 1990 series in WHO’S MAILING WHAT! put together by one of America’s greatest freelance copywriters—and a splendid, perpetually upbeat human being—Barbara Harrison.

I hope you find it useful.

Pump Some Life Into Your Renewal Campaign By Hallie Mummert The explosion of interest in customer retention is probably a bit amusing to circulation professionals, who have always been aware of the need to continue selling to customers, whether recently acquired or long-term. Quite simply, a periodical doesn't have a business if it doesn't have customers who come back year after year. Not all renewal packages work as hard to resell the product as the acquisition package, but I've dug up a few mailings this month that go a little further than the standard renewal effort. What can you do to give your renewal

When Paul Michaels was writing copy for Greystone Press' continuity book programs several decades ago, he found that no element in the standard direct mail package provided him with a place to talk to prospects who had decided not to respond. So he invented a short letter that would allow him to address "no" people and their reluctance. This piece was originally called the publisher's letter, explains freelance copywriter Dick Armstrong, because it was signed by the publisher, while the main letter was signed by the editor. As marketers in other fields picked up on this extra letter's response-boosting powers, it became known

More Blogs