Richard Jordan

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.

Praise God from whom all blessings flow. Praise him for the Kindle here below. I can catch a TV interview with the author of a new book and have a sample on my Kindle while the interview is still in progress. If the sample works for me, I'll have the book in my Kindle account 60 seconds later. Amazon sends me a ton of free samples and I buy a lot of books. What follows is a series of ledes from books available on Kindle where the author struck out with me.

The dumbest thing I ever did in business was heed the dire warnings of the bloodsuckers I worked for in my early years, who threatened instant dismissal if they caught me moonlighting.

So I didn't moonlight and was fired anyway—often.

These are rough times. And we're all dependent on mediocre, unmotivated co-workers and potentially failing businesses, no matter how superb our own performances.

If you can get something going on the side, for God’s sake do it! This way, if you get fired laid off, you’re still working.

I stumbled across Randy Cohen’s column in that most dismal and pretentious of publications, The New York Times Magazine. It reminded me of a 1990 series in WHO’S MAILING WHAT! put together by one of America’s greatest freelance copywriters—and a splendid, perpetually upbeat human being—Barbara Harrison.

I hope you find it useful.

Six Techniques to Adding Heat To A Lackluster Offer By Denny Hatch Direct mail maven and guru Axel Andersson has often said: "If you want to dramatically increase your response, you must dramatically improve your offer." The old Ed Mayer formula for successful direct marketing—40-percent lists, 40-percent offer and 20-percent everything else—remains very much in play, whether the medium used is direct mail, e-commerce, telemarketing, off-the-page advertising or DRTV. Why do offers make a difference? "Because," says British direct mail wizard Drayton Bird, "they enlist one vice—greed—to overcome two others: sloth and fear." The Challenge: Improve the Offer Without Breaking the Bank In

Typically the lift letter, also known as the publisher's letter, serves the purpose of talking to the undecided--those prospects who aren't sure if they want to take your offer--and giving them a little nudge. Freelance copywriter and direct mail consultant Richard Jordan collaborated with Cary Castle, then Marketing Director of the American Museum of Natural History, to create a cross between a lift letter and a customer survey for the Museum and its long-term control. Specifically, the piece asks prospects three questions: 1) Were you correctly identified as a prime candidate for this offer; 2) Were the benefits of being a Museum member

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