The Customers 
Are in Revolt!

In 1995, I wrote “Method Marketing.” The premise: To be a successful direct marketer, you must get inside the head and under the skin of your prospects and customers. You have to think like they think, feel what they feel and literally become the person.

In the fall of 2011, if the marketing powers-that-were at Bank of America and Netflix had practiced the Method Marketing concept, they would not have wound up eating large helpings of crow.

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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

Publish date: February 1, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT