Walter Scott

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.

US News and World Report recently pointed to Northwestern’s Kellogg School of Management as the nation’s top educational institution for aspiring marketers. Among the likes of Penn, Harvard, Stanford, and Columbia, what makes Northwestern’s program stand out from the crowd?

From Warren Buffett’s Stunning Video Testimonial
I have to tell you I now have nine suits all made in China; I threw away the rest of my suits. Our directors, my partner Charlie Munger, Walter Scott, Ron Olson and even Bill Gates now, are wearing suits made by Dayang Trands. And they know and love Madam Li for what she’s accomplished. As a matter of fact I think maybe Bill Gates and I should start a men’s clothing store and sell the suits made by Madam Li. I think we would be great salesmen, because we love them so much. The suits we’ve received that have been made in China we’ve never had to alter a quarter of an inch. They fit perfectly. We get compliments on them. It’s been a long time since I got compliments on how I looked. But since I’m wearing Madam Li’s suits I get compliments all the time. So maybe Bill and I can start a clothing store. And if we sold the suits made by Dayang Trands someday we might even be rich, who knows.

Warren Buffett's testimonial on the 30th anniversary of Madam Li Guilian’s company was released over The Wall Street Journal’s digital network on Sept. 10 as a YouTube-type video. Dalian Dayang Trands Co. stock jumped 70%.

Because I work at home, I haven't bought a new suit in five years. After that endorsement, I lusted after a Trands suit.

No dice. They're available only at the 20 Trands stores in China—mostly in secondary cities, the brand wasn't even widely known in China—or by mail to the very rich who know the owner, Madam Li, and have access to a great fitter.

What we're looking at is not only the greatest testimonial in the history of the world, but also a marketing opportunity that gives me the tingles.

Charles Dickens the Victorian era author, should be considered the Great-grandfather of Direct. What Dickens did for the business of direct marketing is history. For example, Dickens gave us: * “Buy One, Get one Free” * Continuity and club programs * White mail * Seasonality studies * Chat rooms * Testimonials * Contrast pricing * Installment payments * Market research * Customer relationship And these are just the beginning. To this list you also can add that he was the great-grandfather of soap operas and paperback books. When Dickens came up with all these innovations he was only 23 years old and had just

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