Ted Nicholas

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

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.

Where can you go for the best tips on direct response copywriting? Brian Kurtz, executive vice president of Boardroom Inc., rattled off a lot of good advice during his keynote presentation, "Dinosaurs & Cowboys: Direct Marketing Secrets Every Marketer Needs to Know Whether You Are Selling Online, Offline or Both." One of the points he covered was a list of best, most enlightening books of copywriting. We didn't have a chance to show you the list during the keynote, but here they are

Stop.

Look right and read “IN THE NEWS.”

I’ll wait for you.

What was hotshot federal prosecutor Patrick Fitzgerald thinking? In December 2008 he crowed that Blago was nabbed “in the middle of what we can only describe as a public corruption crime spree. The conduct would make Lincoln roll over in his grave.” For the prosecution, it should have been a slam-dunk conviction of charges that included bribery, extortion, racketeering, conspiracy and lying under oath.

The verdict: guilty of one count out of 24.

A Failure of Salesmanship
Fitzgerald’s team spent months untangling evidence and apparently bollixed it up into an incomprehensible mess. The whole sordid saga may have been perfectly clear to the prosecutors, but they failed miserably when selling it to a jury made up of non-lawyers.

We Are All Authors
Whether creating a letter, memo, e-mail, legal brief, special report, proposal, press release, advertisement, article for publication or a full-blown book, we are all authors.

And being an author means being a salesman.

by Denny Hatch Space advertising is a viable medium for acquiring new customers and donors. Here are some basics for direct marketers: Space Ads: Advantages 1 Use a space ad, and your offer can be in your prospects' hands quickly—in a couple of days if you run in a daily newspaper, or a couple of weeks if you place it in a weekly. 2 Your offer is in everyone's hands at the same time. Be aware that this also can be a disadvantage if you're not set up to handle a rush of orders. 3 With space, you can reach the same audiences

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