Dylan Thomas

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.

Plagiarism does "not go gentle into that good night."* *Dylan Thomas May 9, 2006: Vol. 2, Issue No. 36 IN THE NEWS Raytheon board cuts CEO pay after book flap ARLINGTON, Va— Raytheon Co.'s board said on Wednesday that it cut its chief executive's compensation in response to what others have called plagiarism in a management booklet, a penalty that one person familiar with the matter said could cost him $1 million. —Jim Wolf, Bill Rigby and Kevin Drawbaugh, Reuters, May 3, 2006 Young Harvard author's book deal canceled NEW YORK — A Harvard University sophomore's

By Lee Marc Stein You know the line in the famous Dylan Thomas couplet: "Rage, rage against the dying of the light" ... Well, in direct mail, we call the dying of the light "I-N-E-R-T-I-A." We can't get prospects for our products and services to switch from their current source, or even to inquire about the possibility of switching. This is not the kind of inertia that's easily solved with direct marketing calls to action like, "Act now!" and, "Call today!" Those calls to action help—particularly if they're tied into a strong benefit for acting or dire consequence for not

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