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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.

Promotional copy I did not write: “As the kick-off to NEDMA ’06, at the much heralded Direct Marketer of the Year Awards Banquet on June 14, we will be graced by the presence of none other than legendary direct mail guru, Denny Hatch.” “Legendary direct mail guru?” Gimme a break! Peter Drucker once said people use the word “guru” because nobody can spell “charlatan.” However, the theme of the NEDMA (New England Direct Marketing Association) bash is, “It’s a Brave New World.” The title of my talk? “In a brave new world, old is better.” In college I was a D+ student and skinned out of Columbia with

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