Home > NewsRelease > #179 Secret Documents
#179 Secret Documents
Denny Hatch -- Direct Mail Expert Denny Hatch -- Direct Mail Expert
For Immediate Release:
Dateline: Philadelphia, PA
Wednesday, February 1, 2023


#179 – Wednesday, 1 February 2023


Postedby Denny Hatch





Two Old Presidents and a Bad Acting Archivist


 Okay,you ask, why in the world is this blog — nominally devoted to direct marketingheadlines, copy, junk mail, space advertising, design and the mechanics ofe-commerce — concerned with a gawdawful failure of the U.S. Government?

Quitesimply the media — print, TV and e-commerce — are ecstatic about having a newgovernment piñata to flog unto death—the blizzard of highly sensitive Secretand Top-Secret documents turning up in odd places — e.g., Donald Trump's Mar-a-Lago Florida resort and President Biden's old Veep's office in Washington DC. Or not turning up at all.


Themain business of today’s media is a sick cycle of riling up audiences with angstand anger in order to generate huge readership and high ratings that translate into ads,obscene profits and deliriously happy shareholders.


We are all direct marketers—a small cadre of conceptual thinkers,business builders and problem solvers. Clients and customers can come to us, say, withan idea for a product or service and we are paid to do a deep dive into ourlife experiences that can make a new business come alive... and make it profitable.Good for the client. Good for customers. Good for the economy. When a prospectcalls, our standard question is: “How can I help?”


With that in mind I started thinking about helping a confused andinept federal government get out of the self-made mess that it finds itself in. 


Let's Start with thePackaging—the Dismal Teaser Copy  






This is ho-hum legalese copy (in all caps that are known to bedifficult to read). Nor does it contain any of the 7 key copy drivers—theemotional hot buttons that make people act.


Fear – Greed – Guilt –Anger –
Exclusivity – Salvation – Flattery


My immediate thinking: Let’s make this sucker memorable. Let’s addsome Fear and scare the bejesus of anyone who stumbles across this thing.


The addition of a startling $1000-a-day penalty for the latereturn of a single document is unheard of.It is a first — only a first — step toward solving this challenge. It fits thetextbook example of my six-word definition of Direct Marketing:


“Attract immediateattention and change behavior.” 


The Care and Handling of America’s  Secrets

The two main Federal Government entities creating Secret and Top-Secret documents are theNational Security Agency (NSA) and Central Intelligence Agency (CIA).

For decades we gullible Americans have taken for gra
nted the guaranteed safeand secure oversight of the millions of national and international secretsamassed by our government, our scientists, our allies and our enemies. 

This vast cache of information — the Fort Knox of America’sintellectual, diplomatic, scientific and wartime history and secrets therein —is housed in the U.S. National Archives and Records Administration (NARA) withheadquarters in Washington, D.C. and 40 branches nationwide.


Only insiders with ironclad security andconfidential credentials are cleared to handle these national treasures. 


Oops! Surprise! Americans and Our
Foreign Allies May Be in Grave Danger!

FBI Found More Than 11,000 Government Records at Trump's Florida Home

WASHINGTON — They riskimprisonment or death stealing the secrets of their own governments. Theiridentities are among the most closely protected information inside Americanintelligence and law enforcement agencies. Losing even one of them can set backAmerican foreign intelligence operations for years.
     Clandestine human sources are the lifeblood of anyespionage service. This helps explain the grave concern within Americanagencies that information from undercover sources was included in some of theclassified documents recently removed from Mar-a-Lago, the Florida home offormer President Donald J. Trump — raising the prospect that the sources couldbe identified if the documents got into the wrong hands.
—Julian E. Barnes,Mark Mazzetti with Adam Goldman, The New York Times,  26 August 2022


Biden’s legal team found another batch of classified documents in search ofsecond location
President Joe Biden’s legal team found another batch of classified governmentrecords following the initial discovery of classified documents at his formerthink tank office in Washington this past fall, people briefed on the mattertold CNN on Wednesday.

Phil MattinglyEvan PerezMaegan VazquezKevin Liptak and Kaitlan Collins, CNN, Updated 8:28 PM EST, Wed January 11, 2023


Former VP Mike Pence says he takes 'full responsibility' for classified documents found at his Indiana residence.
"Mistakes were made. And I take full responsibility," he said during remarks while in Florida.
—John L. Dorman, BUSINESS INSIDER, January 28, 2023


The Immediate Effects of a $1000-a-dayLate Fee
1.It creates fear. This exorbitantly high penalty says to all who handle secretdocuments that these are very precious, valuable commodities. Carelessness will not be tolerated. Screw up and it's financialruin.


2.Let's say that one thousand of the of the 11,000 documents discovered at the Mar-A-Lago Club were classified Secret or Top-Secret. Fines of $1000-per-day-per document would total a whopping $1 million dollars a day. In the immortal words of Illinois Republican Senator Everett McKinley Dirksen (1896-1968), "Pretty soon you're talking real money."


3. Quitesimply with the specter of these out-of-sight and ruinous penalties, no lowly secretaries,pages, gofers or goof-offs in their right minds would casually sign out Top-Secret documents at the behest of the boss and remove them from NARA. Only knowledgeable,caring oh-so-careful officials—possibly overseen by armed guards—would dare handle them.


Three Central Careless Perps Who Should Know Better

(Left) Joseph Robinette Biden, Jr.,46th President of the United States. (Middle)  Debra Steidel Wall, Acting Archivist of theUnited States. (Right) Donald John Trump, 45th President of theUnited States.

Noteto All Federal Archivists

The model program for keeping precisetrack of documents is elementary. The true experts are found in the nation’s90,400 elementary school Libraries.

The mid-1940s were twenty years priorto computers, A.I. and data analysis. The part-time librarian in my littleLawrence Country Day Elementary School on Long Island knew the name of everykid who borrowed what book(s), the return date and immediately sent a noticewhen overdue.


How did this simple system work? Forstarters, inside the front or back cover of every book was a series of “DATEDUE” stamps. If you returned a book late—or lost a book—you were fined. Cashmoney. Oh, maybe 10¢ a day or $1 dollar a month for a late return. Plus thefull replacement cost of a lost book. Across town in the Catholic ElementarySchool if you lost a book Sister Mary Rose McGeady rapped your knuckles with aruler as well as punishing you financially.

From the Gospel According to Charles Schulz


The Only Safe Venues for Handling These
Pesky SECRET and TOP-SECRET Documents



“SCI” is short for “Sensitive Compartmented Information.”These documents should never go home in a borrower’s jacket pocket, purse orbriefcase. Rather they are mandated to be examined in a SCIF – Sensitive Compartmented Information Facility.


According to the U.S. Department of Defense, a SCIF is any secure place, permanent ortemporary, in which classified material “may be stored, used, discussed and/orelectronically processed.”

Above:White House SCIF where President Trump and Steve Bannon preside over a meeting.Bottom left is a modular SCIF being used by President Obama and Valerie Jarrett.Bottom right is a temporary tent SCIF set up in Brazil being used by Obama and histeam.

Themany hundreds (perhaps thousands) of these sanitary andisolating SCIFs are available on the ground as prefab buildings, dedicated roomsin buildings, in aircraft or on ships at sea. Here is where secret documentscan be studied, and face-to-face conferences and presentations can be held.Confidential Zoom meetings can take place (so long as all participants are all in SCIF venues). At session's end all records and results are tobe catalogued and deposited back intothe NARA mother lode. 

Takeaways to Consider:
Asking Your Help!

Classified documents fiasco leaves lawmakersshaking heads: What happened?

The discovery of classified documents at thehomes of three top elected U.S. officials has left many lawmakers and formergovernment workers shaking their heads and wondering how the country has endedup in this situation...
     The findings havelawmakers and aides who have dealt with classified documents puzzled over howthere could be a breakdown in process in consecutive administrations, and ithas triggered discussion over what reforms could prevent such mistakes fromhappening in the future. It has also left some officials worried that it willfurther erode trust in government institutions...
     “I think it is anembarrassment because at a minimum it’s bad management,” said DaniellaBallou-Aares, who served as a senior adviser in the State Department during theObama administration and now runs the Leadership Now Project...
     “Clearlythere are loopholes you can drive a Mack truck through.” —Sen. John Thune (R-SD)...
—BrettSamuels and Al Weaver, THE HILL
- 01/29/23 6:00 AM ET

The above is an excerpt from the 1045-wordstory. Here’s the link. Read it and weep.



• What can we do to help the U.S. Government turn this lemon into lemonade? 


• We are all direct marketers—conceptual thinkers. Clients come to us with an idea for a product or service and we are paid to do a deep dive into our life experiences and make this business come alive... and make it profitable.

• Readers of this blog are all among the savviest professionals in the business community. I ask you to ignore the hand-wringing weenies, whiners and flame throwers in Washington, in the media (and in Putin's and Jim Jordan's hip pockets) to help Uncle Sam come up with ideas for a solution to this mess.

• To repeat: How can we help make this lemon into lemonade?

• Thank you.

• I'm sure our Uncle Sam will thank you.

• Cheers.


 Word count: 1683





The Most Fun You Can Have
In the English Language
At age 15, Denny Hatch—as a lowly apprentice—wrote his first news release for a Connecticut summer theater. To his astonishment it ran verbatim in The Middletown Press.He was instantly hooked on writing. After a two-year stint in the U.S. Army (1958-60), Denny had nine jobs in his first 12 years in business. He was fired from five of them and went on to save two businesses and start three others. One of his businesses—WHO’S MAILING WHAT! newsletterand archive service founded in 1984—revolutionized the science of how to measure the success of competitors’ direct mail. In the past 55 yearshe has been a book club director, magazine publisher, advertising copywriter/designer, editor, journalist and marketing consultant. He is the author of four published novels and seven books on business and marketing.



Note to Readers:  
May I send you an alert when each new blog is posted? Ifso, kindly give me the okay by send
ing your First Name, Last Name and email to dennyhatch@yahoo.com. I guarantee your personal information will not be shared with anyone at any time for any reason. The blog is afree service. No cost. No risk. No obligation. Cancel any time. I look forward to being in touch!

Googleowns Blogspot.com and this Comment Section. If you do not have a Googleaccount — or if you find it too damn complicated — contact me directly and Iwill happily post your comment with a note that this is per your permission. Thank you and do keep in touch. dennyhatch@yahoo.com

Invitation to Marketers and Direct Marketers: 
Guest Blog Posts Are Welcome. 
If you have a marketing story to tell, case history, concept to propose or a memoir, give a shout. I’ll get right back to you. I am: dennyhatch@yahoo.com
215-644-9526 (rings on my desk). 

You Are Invited to Join the Discussion.

News Media Interview Contact
Name: Denny Hatch
Group: Denny Hatch's Marketing Blog
Dateline: Philadelphia, PA United States
Direct Phone: 215-644-9526
Jump To Denny Hatch -- Direct Mail Expert Jump To Denny Hatch -- Direct Mail Expert
Contact Click to Contact