Sheldon Hearst

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.

I used to know Sheldon Hearst, whose business was putting racks of 5½˝ x 8˝ take-one brochures in supermarkets. A marketer had a fraction of a second to catch the shopper's eye with a headline. The most powerful, most successful headline that was used for years: WET BED?

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