The Republicans Continue to Astonish
But it's only because of their sheer lack of direct-mail originality.
“(2) A sense of selectivity. You, Dear Reader, are special because, unlike most of your fellow citizens, you understand. You, more than most, really know what’s going on and are willing to act on your beliefs. Call it ‘elitism’; call it what you will, but the act of pitting the ‘saved’ or ‘knowing’ against those who ‘threaten’ everything that’s good or decent or hopeful is essential to this genre of direct mail.
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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