Word: hatching
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Dates: during 1990-1999
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Copywriters estimate that they have only four seconds to get a consumer's attention with direct mail. Hence great care is devoted to the design of the envelope, the crucial outer garment that direct-mail watchdog Denison Hatch likens to "hot pants on a hooker." It may be deliberately oversize or emblazoned with URGENT warnings in bold red letters. It can be laser printed to make a boxholder's name appear handwritten, or stamped with an eye-fetching cancellation mark. "My job," explains Ted Kikoler, a Toronto graphic designer who works primarily for U.S. firms, "is to make people read...
There are plenty of other tricks to the trade. Most pitches rely on sentences that are short, punchy and startling. ("Hatch chicks in your bra!" says an offering for Countryside magazine.) The intimate second person "you" is usually invoked in the first sentence and sprinkled liberally throughout the rest of the pitch. Prices are rarely rounded. (A $29.95 price tag helps people believe the item is still in the "$20 range.") Pitches often run to several pages. (Says Kikoler: "The more you tell, the more you sell.") The message is often printed on toned paper because warm colors apparently evoke...
...wait a whole minute for the evening news to continue, or a billboard that blocks the scenery, or the telephone call that gets you out of the bathtub," says copywriting maestro Bill Jayme of Sonoma, Calif. "If you're not interested, you just throw it out." Says Denison Hatch, publisher of the industry newsletter Who's Mailing What!: "Junk mail is a good offer sent to the wrong person...
...prerogative, but older women shudder slightly at the giddy expectations of today's high school and college students. At times their hope borders on hubris, with its assumption that the secrets that eluded their predecessors will be revealed to them. "In the 1950s women were family oriented," says Sheryl Hatch, 20, a broadcasting major at the American University in Washington. "In the '70s they were career oriented. In the '90s we want balance. I think I can do both...
...reconcile differences between the two bills. But as the deficit mounts, the peace dividend sinks into the Persian Gulf and the savings and loan crisis chews into basic budget items, politicians may have a hard time approving funding increases for a constituency that does not vote. Senator Orrin Hatch of Utah, a proponent of costly child-care legislation, says the outcome of the budget negotiations is "going to be terrible for kids...