Rumsfeld's Rules

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.

Plagiarism does "not go gentle into that good night."* *Dylan Thomas May 9, 2006: Vol. 2, Issue No. 36 IN THE NEWS Raytheon board cuts CEO pay after book flap ARLINGTON, Va— Raytheon Co.'s board said on Wednesday that it cut its chief executive's compensation in response to what others have called plagiarism in a management booklet, a penalty that one person familiar with the matter said could cost him $1 million. —Jim Wolf, Bill Rigby and Kevin Drawbaugh, Reuters, May 3, 2006 Young Harvard author's book deal canceled NEW YORK — A Harvard University sophomore's

By Denny Hatch Many years ago, freelancer Malcolm Decker wrote a major analysis of the direct mail package for my newsletter, Who's Mailing What! (now Inside Direct Mail). Decker likened direct mail to a sales team, with the envelope knocking on the door, the letter being the main salesman and the brochure acting as the demonstrator—a third member of the team who sits nearby and points to photos, graphs, charts, and illustrations and says, in effect, "See, everything the main salesmen (the letter) says is true." Decker wrote, "Be sure the right person signs the letters." Some time ago, two investors' newsletters—Advance Planning Letter

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