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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.

Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.

Turning Involvement Devices into Dollars Oct. 6, 2005: Vol. 1, Issue #37 IN THE NEWS As scrutiny of heart-device makers intensifies, one tactic that is coming into question involves companies making payments to doctors who use their products and fill out surveys about them.To get such payments, doctors must fill out a so-called postmarketing survey about new heart defibrillators and pacemakers. In one such survey, Guidant Corp. of Indianapolis has offered money to doctors to describe potential improvements the manufacturer could make in its heart products, said doctors who are on the company's advisory board. --Thomas M. Burton "Guidant Draws

By Pat Friesen Faced with a copywriting challenge? Consider how a few good testimonials can help strengthen your copy platform. Customer testimonials are a highly effective creative tool for building instant credibility. They also provide a quick countermeasure to the buying objection "it sounds too good to be true." They are an asset for adding new life to a waning control mailing as well as introducing a new product concept. If you aren't already building a library of your customers' comments, now is the time to get started. I recently received this e-mail from Lands' End (shown at left). When I opened

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