Henry Holt

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.

Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.

In a recent issue of my e-newsletter, "The Direct Response Letter," I wrote about how many of my readers send me their URLs and ask me to critique their websites for free, with no offer to pay me for it ... And how that irks me and I refuse to do it. In his Oct. 28, 2014 article, Denny Hatch took me to task and said I was making an error refusing my subscribers their free critiques.

I have long admired the people at HubSpot for their online marketing acumen. I routinely download and read their marketing e-books with pleasure. But their recent analysis of direct mail—"6 Horrific Practices of Direct Mail"—displays a stunning ignorance of what works and what doesn't work in direct mail.

Prospects can be a fickle bunch. While a few will respond to the same kind of mailing again and again, many others have to be targeted in new and innovative ways. When trying to come up with such ways, who better to speak to than famed copywriter Bob Bly? Author of “The Copywriter’s Handbook, Third Edition: A Step-By-Step Guide To Writing Copy That Sells” (Henry Holt) and “The White Paper Marketing Handbook” (Thomson), and freelance copywriter for such clients as Boardroom, TCI, Agora Publishing, IBM and Lucent Technologies, Bly knows how visual language, testing the right creative and even good guessing can bring out

“Businesses based on theft are falling by the wayside or going legit, and a legal marketplace is showing real signs of promise,” wrote Mitch Bainwol, chairman and CEO, Recording Industry Association of America, and Dan Glickman, chairman and CEO, Motion Picture Association of America, in The Wall Street Journal on July 1. Maybe in the world of DVDs, CDs and software. The genteel world of book publishing is another story. Sure, the Harry Potter books have been counterfeited and are selling across Asia. But I was stunned to find that an obscure book written 50 years ago by my father, that’s still under copyright, was appropriated

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