Jay Walljasper

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.

Editor's Note: This article contains information originally reported in the newsletter Who's Mailing What! and the book "Million Dollar Mailings" by Denny Hatch. In the days of vaudeville, the great performers---Jack Benny, Eddie Cantor, Fannie Brice----were constantly traveling across the country. Each time they appeared, they would try a new bit of business----maybe a new joke, a new dance step or whatever. If the audience responded positively, it would remain as part of the act. Fifty-two weeks later, when these performers came back to perform your town, it was basically a new act, one that had been gradually changed and perfected over the

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