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Denny Hatch
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(And, in the six years since Schmid posited that rule, a new medium, the Internet, has taken hold.)
Lillian Vernon, John Peterman and The Sharper Image’s Richard Thalheimer began their businesses by offering merchandise via small, highly targeted space ads. The C. Crane Co. advertises its radios and other survivalist merchandise on Art Bell’s late-night talk show. Curt Strohacker of The Eastwood Co., a cataloger for automobile restorers, drives people to his Web site, fulfills quickly with a catalog and offers wonderful customer service.
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Denny Hatch
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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 dennyhatch.com.
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