The Dual-use Concept
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Denny Hatch
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Incidentally, the tone of the on-air commercials by the talk-show hosts is captured in the catalog, and the catalog copy is repeated on the Web site (www.ccrane.com). That is, the messages are integrated from the catalog and Web site.
Moreover, C. Crane Co. makes you feel good about being a customer. The owner's letter on page 2 of the catalog talks about having been in business for more than 25 years, making for what they call "a hometown company with a hometown way of doing business." The copy states:
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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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