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To the catalogs Herschell Gordon Lewis criticizes here, he apologizes…but only for their unfortunate positioning. Except for this column—and probably despite this column—they probably can skirt their way into the arena of ongoing acceptance.
Too much time has passed for any of us to think of social media with the same attitudes we had when they first burst upon the communications horizon. Now, after the inevitable transition to a commercial posture, the “social” label is silly. As a medium, Facebook is no more social than conventional email.
Printed catalogs seem to be a threatened species. The fittest do survive and, in fact, thrive. Many others thrive as online catalogs. So that
Questions, which can penetrate skepticism where even the most solidly-couched imperative can
We have long since learned that a basic descriptive headline wins second prize in a contest against a benefit-suggesting headline. But sometimes the muse is not resting on our shoulder
This worked, that didn’t… Here are Herschell Gordon Lewis’s 2011 picks for the best and worst online and print catalog copy.
Runners-up for the Best in Catalog Copy 2011
As Facebook crosses the incredible 750 million-member-line, without question or argument it has become a major force in marketing. But
Another trend is emerging in catalog copy, and leaking over to email and both envelope copy and the opening of direct response sales letters: Assumption