Ringo Starr

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.

By Diane March The Charles Schwab TV commercial featuring Ringo Starr spouting off investment buzz words to the bewilderment of his rock 'n' roll cohorts really hits home for direct marketers in the aftermath of the Internet's implosion. Investment principles hold up in the direct marketer's relentless need to refine, rethink and retool in order to capture the attention of the media-saturated consumer. The postal mailbox may be cluttered, but there's more than one mailbox, and more than one address that direct marketers must leverage. In his commercial, Starr mentions "asset allocation." For direct marketers, this can be interpreted to mean the integration

by Denny Hatch Never heard of Jay Walker? He has crammed several lifetimes of direct marketing successes and bombs into his 43 years. Among his successes: • The first use of videocassettes in a direct mail offer. • Marrying overnight Federal Express delivery to the catalog industry, thus creating a hugely profitable new selling season (last minute holiday gifts). • Revolutionizing magazine subscription sales with mega-success, NewSub Services. • In just six months, making his priceline.com the second most recognized Internet brand among American adults. I first met Jay Walker in 1986 when he was a storm off the coast of American Business—a tropical

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