John Grossman

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.

Back in 1984, when Peggy and I started a newsletter and archive service about junk mail for junk mailers, it took about 30 seconds to come up with a name. The two criteria: The name should instantly communicate what the business is; and we didn't want my name on it. If we ever sold (for example), "The Hatch Report," the buyer should not be shackled with my name. The name we came up with (in 30 seconds): WHO'S MAILING WHAT!

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