Michael Muoio

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.

Last week I did a column on the simultaneous bankruptcies of two famous catalogs—Lillian Vernon and The Sharper Image—and received a long comment from Michael Muoio, president and CEO of Lillian Vernon. (See the image below.) His comment ran beyond 1,500 characters, and I quickly e-mailed him with effusive thanks for taking the time to write and to ask him to either cut it or finish it so I could run it as two entries with “continued” on the first one. Muoio e-mailed me back and said, “Wanna do a phone call?” I e-mailed him back and said sure, and that I would write

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