Sandra Eggers

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

Readers Respond to “Book Pirates!” published July 18, 2006, which discussed Kessinger Publishing’s copyright theft. A fine depiction of your copyright problem. Since the damages occurred where you live, how about filing for the max in small claims court—separately—against all parties involved. That way they have to show up in your local court, without lawyers and at the mercy of your neighborhood judge. Subpoena their records relevant to the infringements. If they don’t supply them, they lose. Very unlikely they’ll want to show up and, if not, they lose. You can usually collect via local sheriffs or similar. My guess is that you’ll get some

Note: Denny Hatch personally replies to all correspondence. Readers respond to “When a Marketer Breaks All the Rules” published June 1, 2006, which described a mailing piece that featured a car and test drive, but was really offering digital printing. Beyond your excellent points that this piece—for a generous and presumably effective offer—misses the mark with misguided creative and poor copy, the logic even within the piece itself is inconsistent. People shopping for “high performance,” in a car aren’t usually too concerned about price. So the word “affordable” in the headline is a bad choice, because most people don’t associate that with something that for

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