Mal Decker

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

Note: Denny Hatch personally replies to all correspondence. Readers respond to “When a Marketer Breaks All the Rules” published June 1, 2006, which described a mailing piece that featured a car and test drive, but was really offering digital printing. Beyond your excellent points that this piece—for a generous and presumably effective offer—misses the mark with misguided creative and poor copy, the logic even within the piece itself is inconsistent. People shopping for “high performance,” in a car aren’t usually too concerned about price. So the word “affordable” in the headline is a bad choice, because most people don’t associate that with something that for

By Mal Decker The caption on your carrier envelope is a slam dunk must open, your eyebrow is the first piece of riveting copy your reader sees when he pops the envelope, and your lead transports him to the wonderful world he'll experience (as you have) when he shares the many gratifications of the product you're giving him the opportunity to discover—without risk or obligation. You know the product inside out, you know for a fact that its benefits far outshine any minor weaknesses, and you know it's the best of its kind, clearly superior to the competition. You're letting your reader

You want to beat your current control package. You hire a copywriter to take a crack at coming up with a stronger effort. Great, right? Sure, if you help the copywriter help you by providing the details that make the difference between a so-so mailing and a control beater. What are these details? A few copywriters outline the basic information they prefer to know before starting a direct mail project. The Starting Point The starting place for copywriters may differ slightly, but eventually all roads lead to the same spot... which is the audience. Freelance copywriter Pat Friesen asks

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