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.

Charles Dickens the Victorian era author, should be considered the Great-grandfather of Direct. What Dickens did for the business of direct marketing is history. For example, Dickens gave us: * “Buy One, Get one Free” * Continuity and club programs * White mail * Seasonality studies * Chat rooms * Testimonials * Contrast pricing * Installment payments * Market research * Customer relationship And these are just the beginning. To this list you also can add that he was the great-grandfather of soap operas and paperback books. When Dickens came up with all these innovations he was only 23 years old and had just

By Denny Hatch As I was canceling my First Union business account, the lady asked why I was leaving. I said it was because I was dunned twice for two cents and collection action was threatened. "That was a system thing," she explained. "A person did not do that to you. It was the system. No person ever sees what is mailed to customers. You should have come to me and I would have taken care of it." Bob Hemmings is one of the great men of direct marketing. Now in his 80s and proprietor of the Hemmings IV Direct agency in

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