Peggy

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.

Disclaimer: I voted for Obama for president—twice. Peggy and I each sent his campaign some money. That said, I now despise Democrats. I received three virtually identical emails in the space of six hours. See the photo. Quite simply, this is (1) appalling and (2) insulting. The current news is horrendous—decapitations, weather, ISIS, Syria, Iraq, health care, Ebola, jobs … Many reasons exist to contact me and scare the hell out of me.

I despise insurance—a business that makes money on betting when I'm going to die, get sick or pile up the car. The old joke: What's the difference between an accountant and an actuary? Answer: An accountant's job is to go onto the battlefield at the end of the war and bayonet the bodies. An actuary doesn't have the personality to be an accountant.

Although Peggy spent 20 years as an official in world curling, we opted out of Sochi. Aside from the expense, anti-gay bill and reports of horrible hotels, we had an unpleasant experience in Moscow two years ago when traveling for a curling event. Virtually no one spoke English. Signs were in Cyrillic script. An inveterate American traveler called Russia the most unfriendly tourist venue he had ever visited.

As Peggy mentioned above, the Magazine Publishing Industry Sector Report has been a long time coming. We've always know we had a wealth of data on our hands, with the Who's Mailing What! Archive (and especially now, with our Email Campaign Archive as well), and it proves useful in all our editorial work in Inside Direct Mail enewsletter, our Directory of Major Mailers, etc. But we knew we could do more with this treasure trove of marketing activity.

From Warren Buffett’s Stunning Video Testimonial
I have to tell you I now have nine suits all made in China; I threw away the rest of my suits. Our directors, my partner Charlie Munger, Walter Scott, Ron Olson and even Bill Gates now, are wearing suits made by Dayang Trands. And they know and love Madam Li for what she’s accomplished. As a matter of fact I think maybe Bill Gates and I should start a men’s clothing store and sell the suits made by Madam Li. I think we would be great salesmen, because we love them so much. The suits we’ve received that have been made in China we’ve never had to alter a quarter of an inch. They fit perfectly. We get compliments on them. It’s been a long time since I got compliments on how I looked. But since I’m wearing Madam Li’s suits I get compliments all the time. So maybe Bill and I can start a clothing store. And if we sold the suits made by Dayang Trands someday we might even be rich, who knows.

Warren Buffett's testimonial on the 30th anniversary of Madam Li Guilian’s company was released over The Wall Street Journal’s digital network on Sept. 10 as a YouTube-type video. Dalian Dayang Trands Co. stock jumped 70%.

Because I work at home, I haven't bought a new suit in five years. After that endorsement, I lusted after a Trands suit.

No dice. They're available only at the 20 Trands stores in China—mostly in secondary cities, the brand wasn't even widely known in China—or by mail to the very rich who know the owner, Madam Li, and have access to a great fitter.

What we're looking at is not only the greatest testimonial in the history of the world, but also a marketing opportunity that gives me the tingles.

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