Linda Tripp

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.

By Denny Hatch I despise the term "snail mail." It is a pejorative that denigrates all hand-carried mail—Standard, First Class and Parcel Post—as well as the dedicated men and women who deliver it. It is a far more offensive term than "junk mail." My entire reputation was built on direct mail, the result of my wife and I starting WHO'S MAILING WHAT!—a newsletter (now called Inside Direct Mail) based on my archive of tens of thousands of direct mail samples. In the Oct. 26, 2004 Wall Street Journal, staff reporter Avery Johnson wrote a story titled, "Cheap-Tickets Sites Try New Tactics." From the story:

They abhor Clinton, love family values, think people like Ollie North and Linda Tripp are national heroes, pray for a government the size of a pea and almost certainly wish the 1960s never happened. They are our nation's conservative Republican donors, and they know the best way to exercise their First Amendment rights and actually be heard—by inking up a big check and sending it off to the candidate or political action committee (PAC) that will stand up for the issues closest to their hearts. If you think that getting a response from this market sounds easier than pinning the tail on the

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