Master Plan Pankaj Shah

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.

Let’s get this out on the table right now—I love junk mail. Compared to spam—the ultimate time sucker—a little daily junk mail (which can be opened over the recycling bin) is dream stuff. And. by the way, I love the term, “junk mail.” Years back, any mention of the term “junk mail” in the media brought huffy letters from members of the direct marketing community demanding an apology from the offender. When the great West Coast copywriter, the late Bill Jayme, was asked what he did for a living. “I write direct mail solicitations for magazines,” he said, “such as Atlantic Monthly, BusinessWeek, Civilization, American Heritage and many

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