Gloria Vanderbilt

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.

A Media Tragedy of Tectonic Proportions Jan. 10, 2006: Vol. 2, Issue No. 2 IN THE NEWS Donald Dawson, 97, Dies; Master of Truman Whistle-Stop Donald S. Dawson, who as a presidential aide marshaled Harry S. Truman's crucial whistle-stop tour in the 1948 election campaign and who later had a long career as a Washington lawyer, died on Sunday at his home in Bethesda, Md. He was 97. —Wolfgang Saxon, The New York Times, Dec. 29, 2005 Joy Turns to Heartbreak as 12 Miners Confirmed Dead Only One Lives as Initial Reports of Multiple Survivors Prove Wrong TALLMANSVILLE, W.Va. (Jan. 4) -

By Denny Hatch Many years ago, freelancer Malcolm Decker wrote a major analysis of the direct mail package for my newsletter, Who's Mailing What! (now Inside Direct Mail). Decker likened direct mail to a sales team, with the envelope knocking on the door, the letter being the main salesman and the brochure acting as the demonstrator—a third member of the team who sits nearby and points to photos, graphs, charts, and illustrations and says, in effect, "See, everything the main salesmen (the letter) says is true." Decker wrote, "Be sure the right person signs the letters." Some time ago, two investors' newsletters—Advance Planning Letter

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