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Method Marketing Paperback – January 31, 1995

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Product Details

  • Paperback: 292 pages
  • Publisher: Taylor Trade Publishing (January 31, 1995)
  • Language: English
  • ISBN-10: 156625115X
  • ISBN-13: 978-1566251150
  • Product Dimensions: 6 x 0.8 x 9 inches
  • Shipping Weight: 1.1 pounds
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #773,322 in Books (See Top 100 in Books)

Editorial Reviews

From Booklist

There is a hidden lesson in Hatch's latest paean to modern direct-mail methodologies: do not be too quick to pick successful companies to feature as examples in business books, because the minute they are selected, chances are 50-50 that their profits will start dropping. Despite the highlighting of J. Peterman Company, the examples chosen here are powerful--and more important, their workings are explained in detail. Best letters are dissected and parsed down to individual words, with statistics and research supporting the results. Hatch's colloquial tone attracts even readers otherwise not used to advertising matters; eloquent stories such as the fall and rise of Covenant House, for instance, will not fail to mesmerize. Barbara Jacobs

About the Author

Denny Hatch

Customer Reviews

4.1 out of 5 stars
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Most Helpful Customer Reviews

3 of 3 people found the following review helpful By James Sadler on April 20, 2007
Format: Paperback
Denny Hatch is one of the top direct marketing copywriters working, although these days he's probably more focused on "Target Marketing," the magazine where is a contributing editor.

I first discovered Denny in 2006, when I came across his blog and got hooked on his insights into events and how they relate to marketing.

In "Method Marketing," Denny reveals his methods for creating effective, response-getting copy for direct marrketing pieces. It's based on the same premise as Method Acting, meaning the idea is to get into the head of the character, or in this case, the prospect, and figure out what drives them emotionally.

Then, you write copy designed to trigger those emotions and the desired result.

But Denny's explanation of his method isn't the best part of the book.

Other copywriters will tell you they use a similar process to write, they just haven't come up with a name for the process, as Denny has.

No, the reason to buy the book is for the samples of direct mail pieces found in each chapter of the book. The chapters, for the most part, focus on a particular company and it's direct marketing efforts. Most chapters feature the original letters, giving copywriters a chance to obtain some great pieces for their swipe files.

But, unlike most other books that show samples of direct mail pieces, Denny doesn't just publish successful pieces, he also makes us privy to some that didn't work, and explains where they failed.

He even includes a story about a series of letters that turned out to be a scam, explaining how the author pulled off the seemingly amazing predictions he was making in each letter.
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Format: Paperback
Although you may not be familiar with Dension "Denny" Hatch, he has probably forgotten more about Direct Marketing than many of today's experts have ever learned.

Method Marketing is a series of "Case Studies" of Direct Marketers and Direct Marketing campaigns. You will learn what has worked, what may have failed, and what drives many of the largest direct marketers around.

You will learn the secrets of...

A)Boardroom: How Martin Edelston created one of the most efficient direct marketers around.

B) Mel Martin and the secret of writing "Fascinations"

C) Agora Publishing: How Bill Bonner has used "exclusivity" to make Agora publishing a powerhouse in direct marketing.

Plus: J. Peterman, David Oreck and How Denny Hatch found himself facing imprisonment, exile and perhaps even ...., but that would be telling.

Highly Recommended!

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5 of 6 people found the following review helpful By A Customer on June 8, 2001
Format: Paperback Verified Purchase
Mr. Hatch, also editor for years of 'Who's Mailing What' sees more direct mail in a year than most of us do in a lifetime, and has studied the inside story of a staggering number direct marketing efforts. While 'book-learned' marketers play it safe (and naive) with facts-only, feature-centric direct mail creative, Denny's acknowledgement of the 'emotional sell' shows his deep understanding of what really opens a customer's wallet. Too bad more of today's marketers haven't read this book or subscribed to his pubs! -- P.S. The prior review that notes the Peterman financial failure shows the reviewer's lack of understanding of the REAL story: Peterman's success was sidetracked by the outsider he hired in, who obviously didn't have the market understanding that Peterman had. I heard the guy speak at a conference and he clearly was out of touch. Their push into retail and cinematic themes finished them off, not any flaw in Peterman's premise and execution of the printed catalog. Peterman's fatal flaw was in his hiring practices, not his own marketing expertise.
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2 of 2 people found the following review helpful By R. Stevens on July 31, 2010
Format: Paperback
Method Marketing might not be the most practical book on marketing. For practical tips, you should read Drayton Bird. But it does offer something even more valuable and long-term to your direct marketing education. It's a book about how to get inside the heads of your customers, to motivate them to action using the most powerful human motivators known to the best direct mail writers on the planet. Hatch, who draws on the work of Bob Hacker and Axel Andersson, calls these motivators "copy drivers." There are seven key ones:

fear 'greed 'anger 'guilt 'exclusivity 'flattery 'salvation

Each chapter looks at some of the most successful direct mail businesses (and some abysmal failures) in the last century from Agora to Mel Martin and Boardroom to the J. Peterman Catalogue to Father Bruce Ritter of Covenant House. Along the way, Hatch identifies the copy drivers each sales approach uses. After reading a few chapters, you will go back through your swipe file of direct mail, and find that the pieces that had the most impact, the biggest sales, and longest life, most likely activate one of these seven primal emotions.

The lesson, though, isn't to make your copy overflow with emotion. Flowery pleas for donations aren't going to make the fundraising letter a big winner. Because these emotions are, to get a little Freudian, buried deep in the unconscious and carefully guarded, which means you have to be sensitive about how you go about calling them up. Hatch's method for doing so requires a complex understanding of your audience, and detailed study. The big concept of the book is that you, as a marketer, have to get inside the head of the person are writing to. Nothing new there.
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