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Denny Hatch
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Recently, executives from a start-up catalog placed a magazine ad offering a free catalog. They were astonished that it received 30,000 responders! But conversions were dismally low. In a subsequent ad, they featured a product and its price (although they weren’t trying to sell the item). This strategy reduced the number of catalog requests but increased the rate of conversion.
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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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