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

Remember Mister Whipple? He was that old guy in the toilet paper commercial who kept telling people not to squeeze the Charmin. Mister Whipple was one of the most successful “continuing characters” in the history of advertising. Thanks to the “Please, don’t squeeze the Charmin” campaign, the brand became the category leader and made Proctor & Gamble a ton of money. (Factoid: In a 1978 poll, Mister Whipple was named the third best-known American behind former President Nixon and Reverend Billy Graham!) Let’s take a look at what Mister Whipple did for the brand and learn a bit about what he can teach

When The Wall Street Journal has a special section titled “The Journal Report,” I try to read it. I pay a lot to subscribe because I need to know what the current thinking is in all aspects of business. I started reading “The Journal Report” to learn about the 10 ways to make more money in a job. The writer’s first suggestion was: Listen to your boss. I got no further. The words hit me with the same effect that biting into a madeleine cake had on Marcel Proust (1871-1922). The taste of that small, rich cookie sent a flood of memories reeling through Proust’s brain and was

Note: Denny Hatch personally replies to all readers who write in. Readers respond to “How Not to Run a Meeting—or a Business: Lessons from the 109th Congress,” published July 27, 2006. Loved your newsletter dealing with meetings. I run lots of meetings and attend others and what you are saying is so very true. Our congress is, indeed, an exercise in how not to run a meeting. —Jerry Heisler Excellent piece, thank you so much for such an articulate review of the sad state of our Congress. I hope the majority of these Congress people get voted out of office, regardless of their party affiliations. I’ve read several

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

'Faction' is OK for Books and Movies, Not Résumés or Bios Jan. 17, 2006: Vol. 2, Issue No. 4 IN THE NEWS "Munich" massacres history The only true part of the story is the few minutes spent on the actual massacre. The rest is invention, as Spielberg delicately puts it in the opening credits, "inspired by real events." —Charles Krauthammer, The Philadelphia Inquirer, Jan. 16, 2006 Frey defends 'essential truths' of memoir Embattled author James Frey defended his best-selling memoir on Larry King's CNN talk show Wednesday, saying while he may have embellished some of his past in A Million Little Pieces, he stood

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"

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