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.
Why coddle lousy customers? Oct. 18, 2005: Vol. 1, Issue No. 40 IN THE NEWS Sears adds 15 percent restocking fee on some items --By Wendy Tanaka The Philadelphia Inquirer, Oct. 14, 2005 red·line Function: verb intransitive senses: to withhold home-loan funds or insurance from neighborhoods considered poor economic risks transitive senses: to discriminate against in housing or insurance --Merriam-Webster OnLine In many American upmarket suburbs is an unwritten agreement among realtors that homes for sale or rent will not be shown or offered to minority families. This is a form of discrimination called redlining. Redlining is a fact of life in direct
By Denny Hatch "You can't cheat an honest man. Never give a sucker an even break or smarten up a chump." —W.C. Fields In many American upmarket suburbs there's an unwritten agreement among realtors that homes for sale or rent will not be shown or offered to minority families. This is a form of discrimination called redlining. In point of fact, all successful direct marketing is based on redlining—not offering a product or service to undesirable prospects and customers. Examples: Premium bandits. This is consultant Bob Doscher's term for chiselers who join book and record clubs, or subscribe to magazines, to collect