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A quick question whose answer should pop into your mind within three seconds: What benefit does “but” have that “however” lacks? You’re putting a commanding finger on an almost-invisible way to add or lose power in a 21st-century email solicitation.
A major direct marketer sent me (and, I assume, you and a couple of million others) an unsolicited email. In the classic Big Brother tradition, it says, “We invite you to apply for….”
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