Lyndon Johnson

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

Many years ago I was quoted in (I think) American Spectator as saying that 25% to 40% of national mail order charities are dishonest. It was a “pull quote”—one of the quotes in an article that is blown up and put in the middle of the page in order to titillate the reader. Shortly after the story broke, I received a call from a producer of the CBS Evening News with Dan Rather and Connie Chung asking me if I would say that on camera. If so, they would send CBS reporter Richard Threlkeld and a film crew down to the Target Marketing magazine

This is not about the Iraq War and America’s possible withdrawal. It’s about the Pentagon’s top leaders behaving like amateurs and how The New York Times exploited their ineptitude by publishing a devastating photograph, presumably to further its own foreign policy agenda. Whether you are in the military or the private sector, always remember that the media—although chumps themselves—thrive on making others look like chumps. Horses don’t sell newspapers or garner TV ratings. Horses’ asses do. Flip-Flops in the White House? On July 19, 2005, a photograph was taken of the Northwestern University lacrosse team with President Bush in front of the White

This past Sunday on CNN, eight Democratic contenders debated the issues and each other. Tonight, the 10 declared Republicans are going to take on each other in the same venue before a national TV audience. In the words of the CNN press release: Due to the historical nature of presidential debates and the significance of these forums to the American public, CNN believes strongly that the debates should be accessible to the public. The candidates need to be held accountable for what they say throughout the election process. I watched the Sunday evening Democratic debate, growing more and more depressed for two reasons:

Can you imagine being asked to make a major business decision—one involving billions of dollars and millions of lives—based entirely on rumor, innuendo and emotion? Such is the case with immigration. The Senate, the House of Representatives, the President of the United States, the Border Patrol and the “Minutemen”—all have different agendas. And nobody seems to have the facts. One way to sort the situation out would be to hire as a consultant a seasoned direct marketing writer. Fear, greed, guilt and anger These are the top four copy drivers that direct marketing writers use to change behavior—the emotional hot buttons that make people act. These emotional hot buttons

The Bush Administration is being terribly hurt by the media. The Government Accountability Office issued a report in January 2006 stating that the current administration in Washington spent $1.6 billion on public relations over 2-1/2 years. Of that, $1.1 billion was for military recruitment. That leaves $500 million for image building. Yet the president’s job approval rating is in the mid- to low 30s. What’s gone wrong? Dwight Eisenhower, Master of PR If you saw George C. Scott in “Patton,” you will recall the slapping scene. Patton, visiting grievously wounded and dying soldiers in a field hospital in Sicily, came upon Pvt. Charles H. Kuhl of the 26th Infantry

The Hierarchical Model vs. Hub-and-Spoke March 9, 2006: Vol. 2, Issue No. 19 IN THE NEWS Bush in a bubble: Is he cut off from political reality? From Iraq to Katrina to the ports flap, many observers view him as insular. We have seen this phenomenon before--a cloistered president, fixed in his views and averse to compromise, often at odds with political reality. Democrat Woodrow Wilson was protected by a first lady who froze out even his closest aides. Democrat Lyndon Johnson raged against his domestic critics, calling them "communists" and "Harvards," and he wound up speaking only at military bases. Republican Richard

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