Denny Hatch

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.


This is a Profile

The 2016 Presidential Brouhaha: Marketers Crave the Spotlight

Performance Marketing

Denny Hatch makes a one-time return column on the 2016 presidential election: "I have been involved in politics for over 50 years — as a voter, campaigner and writer. I [...]

This is a Profile

6 Giants of the Last 100 Years

Performance Marketing

Since this is the Target Marketer of the Year issue, let’s reflect on the great marketers of all time. Here are the mentors I wish I had. To this day [...]

This is a Profile

3 Truths About Ad Agencies

Performance Marketing

Ad agency presidents are dazzlers at selling. David Ogilvy, Lester Wunderman and Frank Vos would show up to deliver the pitch. Hire the agency and you are lucky to see [...]

This is a Profile

A Free Parting Gift, From Denny Hatch

Performance Marketing

After 23 years with North American Publishing Co., this is my final online column for Target Marketing. It has been a glorious ride!

This is a Profile

Denny’s Zinger: The Killing Off of Clunky Old Direct Mail

Performance Marketing

With no coverage of direct mail in media, direct marketers will believe “Direct Mail Is Dead.” Ergo these billions in ad spend direct mail should morph over to digital media.

This is a Profile

Denny’s Zinger: Sell What Ya Got

Performance Marketing

In 1949, my mother said to book publisher Franklin Watts (who was my first boss in business), “Frank, you have a face like a Toby mug.” Whereupon Frank and Helen [...]

This is a Profile

Roosevelt and Hopkins: When Censorship Is Good

Ecommerce

In reading dozens of books about World War II, I kept coming across references to a ghostly figure named Harry Hopkins. He had no official title, yet his fingerprints were [...]

This is a Profile

Denny’s Zinger: The Two-word Definition of Marketing — CREATING WANTS!

Performance Marketing

Marketers are in the business of creating wants, NOT satisfying needs. Creating WANTS is damned hard work.

This is a Profile

Denny’s Zinger: Big Data’s Dreck Data

General

Twitter sent me this Big Data profile of my Twitter followers: Big Data is the business of scraping the Internet for scraps of information about every person in the country [...]

This is a Profile

Are Grown-ups Running Twitter?

General

Twitter got my attention. Over the years, I have sent out 1,812 tweets and currently have 786 followers. Sure, I’m curious about the folks who follow me — who have [...]

This is a Profile

Denny’s Zinger: Invent an App and Change the World!

Mobile

I once had Don Currier as a client — curmudgeonly founder and proprietor of “Las Vegas Insider.” It is one of the last old-fashioned B&W print newsletters mailed in a #10 [...]

This is a Profile

Denny’s Zinger: Say Goodbye With Class

General

Peggy and I moved to the neighborhood in 1993. Our pharmacist was Tancredi Apothecary on Headhouse Square. Proprietor Pat Tancredi was a lovely guy. If a customer failed to renew [...]

This is a Profile

19 Ironclad Rules for Readable Communications

General

Tests have shown that a sentence of eight words is very easy to read; of 11 words, easy; of 14 words, fairly easy; of 17 words, standard; of 21 words, [...]

This is a Profile

Denny’s Zinger: Blue Apron — Magical Direct Meal Marketing

Performance Marketing

Our friends Kathleen and Jim signed up for the Blue Apron meal service. The company sends approximately 2 million meals a month across the country to foodies who love to [...]

This is a Profile

Denny’s Zinger: A One-word Typo Was a Deal Killer

Performance Marketing

At best, this one-word typo makes the Lantern people look like chumps. At worst it cost them revenue. If you don’t have a capable copy editor and proofreader in your [...]