More on Denny - for marketing folk only

Before I start, this is not an attempt to sell you Denny Hatch. He doesn't need the money and he probably hasn't got the time.

I'm sure of the first because we are having lunch and he's taking a taxi. This means he must be rich, because nowadays London taxis are the most expensive in the world.

I'm not sure of the second, but I suspect he is far too busy for his own good

Anyhow, one of my partners tells me that besides Million Dollar Mailings, Denny's book Method Marketing is excellent.

And just as a footnote, Denny sent me a message about yesterday's entry, which reads:

Nobody knows how to write a letter any more. Nobody dares be emotional and let emotions hang out.

Maybe it's not politically correct to be emotional.

But non-emotional letters do not work. The rational, analytical approach is what goes into the circular or flier.

So if people write rational, analytical letters and the letters do not work, the logical extension of that thinking is that all letters do not work.

An old direct mail rule: A mailing with a letter will always outpull a mailing without a letter.

Certainly a premise worth testing in e-commerce.

Betcha the old rule works.

I can tell anyone who's interested that he's right as usual. For our clients we always try emotional approaches, whatever the medium - and since we have a success rate of well over 95%, (we have about one flop a year actually) they must work.

Enough boasting - but it's true