Jerold Heisler

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.

A number of years ago, a bunch of direct mail writers were kicking around the idea of giving each other awards for creativity. They came up with the Caples Awards, named for the legendary John Caples (1900-1990), author of the classic “Tested Advertising Methods,” and the iconic headline, “They Laughed When I Sat Down At the Piano, But When I Started to Play!—” Having a soft spot in his heart for direct marketing writers, Caples OKed the use of his name for the awards. In the old days, the Caples Awards were funky and fun—a shoestring operation to which the freelance community contributed time creating calls

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