John Fabian

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

Note: Denny Hatch personally replies to all correspondence. Readers respond to “When a Marketer Breaks All the Rules” published June 1, 2006, which described a mailing piece that featured a car and test drive, but was really offering digital printing. Beyond your excellent points that this piece—for a generous and presumably effective offer—misses the mark with misguided creative and poor copy, the logic even within the piece itself is inconsistent. People shopping for “high performance,” in a car aren’t usually too concerned about price. So the word “affordable” in the headline is a bad choice, because most people don’t associate that with something that for

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