Iris Shokoff

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

I was watching the second game of the World Series last week when, in the bottom of the fourth, Boston Red Sox outfielder Jacoby Ellsbury stole second base on Colorado Rockies pitcher Ubaldo Jimenez. He had a great jump and did not draw a throw from the catcher. I didn’t think much about it until it was announced that everybody in America was entitled to a free taco from Taco Bell (retail value, 77¢) under its promotion, “Steal a Base; Steal a Taco.” That got my attention. The idea that 200 million people could show up at Taco Bells across the country and the chain

by Denny Hatch Space advertising is a viable medium for acquiring new customers and donors. Here are some basics for direct marketers: Space Ads: Advantages 1 Use a space ad, and your offer can be in your prospects' hands quickly—in a couple of days if you run in a daily newspaper, or a couple of weeks if you place it in a weekly. 2 Your offer is in everyone's hands at the same time. Be aware that this also can be a disadvantage if you're not set up to handle a rush of orders. 3 With space, you can reach the same audiences

By Denny Hatch Whenever someone calls me looking for advice on how to sell a product by mail, I invariably suggest a wee test in space to see if it fogs the mirror. The reasons: • A great many businesses started with small space ads. Among them: Lillian Vernon, J. Peterman, Banana Republic. At right is the ubiquitous "Indispensable Black Travel Dress" ad that TravelSmith runs everywhere. The purpose is to make a little money and get a customer who will buy additional merchandise from the catalog. • Use a space ad, and your offer can be in your prospect's hands quickly. •

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