Samuel Taylor Coleridge

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.

In 1983, I spent 3 hours 11 minutes watching "Gandhi" in a movie theater. Ben Kingsley was Gandhi. I was deeply absorbed in the film. In a crowded room someone announced the great LIFE photographer Margaret Bourke-White was coming to take a portrait of the Mahatma. Whereupon Candice Bergen entered carrying an outsized Graflex camera

By Donna Baier Stein The "willing suspension of disbelief," a phrase first coined by Romantic poet Samuel Taylor Coleridge, is a state of mind that, more than two centuries later, must be engendered in every reader or scanner of our direct mail copy. Note that Coleridge didn't say readers have to believe. They simply have to lay aside their skepticism temporarily. It's during that "suspension of disbelief" that the copywriter gets to convince the reader that the product, service or cause being sold is real ... that the benefits it offers are valuable ... and that responding positively to the

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