Miller

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.

Note: Denny Hatch personally replies to all correspondence. Readers respond to “Last Prankster Standing,” published June 28,2006, that described the great British graffitist, Banksy. Another delightful column! May I share with you an office prank that I once pulled off? As it is about direct mail, you may find it of amusement. About 10 years ago I was an Account Executive for the Seattle-based Domain Group. I worked from home in Northern Virginia on accounts generally around Washington and up to New York. I visited Seattle about once a month, but only a few of the more than 150 agency employees knew me except that

Absolute courage in the face of absolute adversity Sept. 13, 2005--Vol. 1, Issue #30 IN THE NEWS Philadelphia Park starter Russell "Rusty" Downes will face "internal disciplinary and economic sanctions" after leaving a filly behind the starting gate in Monday's Pennsylvania Oaks. Downes, 65, has dispatched runners from the gate for 35 years at numerous tracks but had never left one behind until Private Gift was ignored while five other runners were sent on their way in the $100,000 stakes race. --Craig Donnelly "Penalty is promised after big error at gate"

If people can't remember your offer, you, as a copywriter, are not doing your job. In the most recent installment of his "Copywriter's Roundtable" e-mail newsletter, John Forde offered nine tips for making your efforts more memorable. Some of the tips—be clear, be first, be emotional, be vivid—harken back to direct marketing basics. One we particularly enjoyed was "invent a new term." Says Forde: "An oft-quoted example comes from ... beverage company, Miller Brewing. Sometime in the 1970s or 1980s, it started advertising its beer as 'cold filtered.' Guess what. ALL beer is cold filtered. But once Miller claimed it,

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