Hail Mary

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.

George Patton and his sublime moment May 11, 2006: Vol. 2, Issue No. 37 IN THE NEWS One Man's Crusade Stan Wojtusik's tireless effort has paved the way for Battle of the Bulge veterans to be honored. ARLINGTON, Va. — As a 19-year-old in World War II, Stan Wojtusik was forced to surrender to the Germans along with his entire regiment. That might have been the last time he ever gave up in anything. The former private first class, now 80, has been on a personal mission for years to build monuments—here, there and, it seems, everywhere—to the Battle of

In football, a "hail mary" is a quarterback pass lobbed in the direction of the end zone, in the hopes that someone from the offense will catch it and score a touchdown. It's generally considered a last-ditch effort. For Guideposts, a publisher of spiritual books and a magazine bearing the company name, its "Hail Mary" package for Guideposts magazine is not a desperation mailing, but rather an amalgamation of every successful direct mail technique the publisher has ever used that was thrown into the marketplace to see if it would score. And it does. According to Michele Ju, the magazine's new

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