Olliver Southgate

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.

Here was an e-mail that got my attention. It was very relevant—to me. Sitting in my files for three months were four $80 balcony seats to the Mel Brooks musical, “Young Frankenstein.” The musical was to be the capstone of an evening with my stepbrother and his wife—our once-a-year splurge for something on Broadway guaranteed to be tasteless and hilarious. (Mel Brooks did not disappoint.) Ticketmaster’s reminder e-mail was thoughtful, and I was glad to have received it. Being an airhead, I might well have found those tickets in the file next summer. That e-mail made me feel that Ticketmaster and Mel Brooks

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