Johns Hopkins

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

With March Madness beginning, it rapidly becomes clear that one win is nice, but it doesn’t ensure that your team will last through the first weekend. The “One and Done” scenario is similar in the direct mail arena, where one-year subscriptions and one-product-only purchases are certainly useful but don’t build success in the long run. Rather, you want to increase overall sales and orders; a.k.a., get more wins. To do that—and thus get more return per package—consider the following five ways to upgrade your current offer. To help craft this winning formula, Target Marketing leaned on two reputable “coaches” in the field: Alan

Main Entry: tunnel vision Function: noun 1: constriction of the visual field resulting in loss of peripheral vision 2: extreme narrowness of viewpoint: NARROWMINDEDNESS; also: single-minded concentration on one objective —Merriam-Webster Online Dictionary serendipity [ser- uh n- dip -i-tee] –noun 1. an aptitude for making desirable discoveries by accident. 2. good fortune; luck: the serendipity of getting the first job she applied for. [Origin: 1754; Serendip +-ity; Horace Walpole so named a faculty possessed by the heroes of a fairy tale called The Three Princes of Serendip] — Unabridged (v 1.0.1) It’s happening less and less—irate

An innovative format and prospect-focused slant have made the Johns Hopkins White Papers bookalog control the picture of direct mail health By Tracy A. Gill For more than 100 years, the name Johns Hopkins has been synonymous with quality healthcare and education. One of the nation's best hospitals and research centers, it routinely is recognized with the medical industry's top honors. With a reputation like that, it certainly makes sense to sit back and let your credentials sell your product. And for years, that's exactly how Johns Hopkins sold its condition-focused whitepaper continuity program, with an institutional and highly technical #10

The Appalling Management Style of Presidents When the Vanity Fair story broke last week that Mark Felt was the legendary "Deep Throat" character that fueled The Washington Post's investigation into the Watergate scandal, I watched Bob Woodward and Carl Bernstein interviewed the next day by Matt Lauer on NBC's "Today" show. A remark by Bernstein floored me: "We had no idea of his motivations, and even now come of his motivations are unclear." Could Bernstein be serious? Here was one of two guys who knew more about Watergate than anyone in the world and he showed himself to have the sensitivity of a

By Hallie Mummert The minute you have a new control, it's got to be tempting to sit back and admire the view for a little bit. After all, your hard work has paid off in the form of a direct mail effort that's bringing in better response and pay-up. But that kind of thinking can put you behind the eight ball when response eventually tails off and you aren't prepared with strategies for how to improve results with tweaks or entirely new test creative, or ways to cut costs for more profit. The marketers at Health After 50, a monthly newsletter from Johns Hopkins

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