Peter Marshall

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.

When I saw that the 2008 rate for a speech by Larry Summers was $45,000 to $135,000, I got to thinking.

Out of curiosity, I started prowling the various Web sites of speakers' bureaus and came to six conclusions:

  1. It seems everybody in the world is available for speeches. Included are political and show business stars, second and third bananas, and hundreds upon hundreds of people I never heard of.
  2. All of these people—luminaries and nobodies—get fees from $1,000 to $1 million, plus expenses.
  3. I used to make a lot of speeches, and all I ever got was expenses and a plaque with my name engraved on it.
  4. I was a damned fool. I was as much a nobody as anybody else and could've picked up some dough if I'd just asked.
  5. If someone invites you to make a speech, think about asking for an honorarium at the very least, if not a fat fee, plus expenses. For Colin Powell, expenses include a private jet along with his $100,000 fee.
  6. The worst that can happen is that no money in the budget exists for fees or expenses. If you refuse, someone will replace you.

By Peter Marshall and Mary Ram The price is right—see if your product fits the medium. There's no doubt about it—the economy has been rough. But while general advertisers have been pulling their money back, direct marketers chug along, allocating dollars that produce leads and make direct sales—in other words, delivering results and realizing a positive return on investment (ROI). With ROI driving everyone's business decisions, cost vs. response is obviously the most important concern. Direct response television (DRTV) presents an attractive option for many advertisers in this environment. The Direct Marketing Association reports that DRTV has grown every single year by 11.5 percent

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