Dorothy Parker

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.

Patrick Fultz is the President/CCO of DM Creative Group, a creative marketing firm producing work across all media. He’s an art-side creative, marketing strategist, designer and lover of all things type. His credentials include a degree from Parsons School of Design with 15 years of teaching at his alma mater, over 40 industry creative awards, and he previously served as President of the John Caples International Awards. Always an innovator, Fultz was credited with creating the first 4-color variable data direct mail piece ever produced. He continues to look for innovative ways to tap the powerful synergy of direct mail, the web, digital and social media.

I get asked all the time by marketing, account management and business people how I'd come up with that idea, concept or visual. And I usually just say, "It's all about how you see it." And most don't ask any further. Well I've decided to give away the secret.

The story of Warren McDowell, publisher of The Fire Island Journal, delivering 6,000 copies of his semi-weekly newspaper by boat to the retailers of that summer resort grabbed me. Fire Island is a quirky barrier island off Long Island’s South Shore, 32 miles long and half a mile wide. Cars are not permitted on the island. The only way to get there is by ferry, private boat or swimming. The wheeled vehicles of choice are kids’ wagons that carry everything—your luggage, groceries, dry cleaning and babies. Sure, the publisher could get a permit for a delivery truck to drive the beach. But this

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