By Denny Hatch
Reviewed By Katherine Kay


Denny Hatch is a direct mail writer who coined the phrase Method Marketing, meaning magic and “delight” to the customer. Hatch tells the story of five entrepreneurs who built huge businesses on the power of copy alone. Three other successes (or temporary success) used other unique methods of 1:1 contact. Sprinkled throughout his book are a few short vignettes about business, direct mail facts, figures, and do’s and don’ts.

Marty Edelston held a dozen jobs before he founded Boardroom, his $125-million-dollar newsletter business. Along the way Marty (what his 80 employees call him) met copywriter Mel Martin who became his “secret weapon.” Martin is famous for his creation of “fascinations”—teaser copy found on the outside of envelopes—but he filled entire pages with fascinations. Martin’s copy sold the Boardroom newsletters. Hatch feels Martin’s copy was even better than the newsletters.

The J. Peterman Company was founded on an ankle-length horseman’s coat John Peterman found in Jackson Hole, Wyoming. Enter Donald Staley. Staley was a word wizard who wrote catalog copy like a Rudyard Kipling or Steinbeck. These two romantics built this successful company on unique copy and out-of the-ordinary products sleuthed out throughout the world by Peterman and his sales people. Staley’s catalog copy can be seen on The J. Peterman Company’s web site today.

David Oreck built a unique company with his high-end quality vacuum cleaners, a product every home needs. He did radio blitzes, sent out direct order mailers and offered money-back guarantees. He did not let up until his name became a household word. His strategy worked well because, true to method marketing, Oreck was the face and voice of the company in 1:1 service.

William Kennedy founder of Western Monetary War College tried method marketing, but customer “delight” was woefully missing. Kennedy sent out his direct mail marketing blitz inviting readers to join him in San Diego free of charge. When they arrived, he offered them bigger-than-life deals to buy into the silver commodities market. The price of silver fell, and Kennedy was not able to return money to customers. It landed him in prison.

Written in a fun and conversational tone, this book was hard to put down. As founder of the newsletter “Who’s Mailing What!” Hatch owns the largest private collection of direct mail. At one time, advertisers were sending him 3,000 to 4,000 mailers a month. He’s a direct mail expert indeed.