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Email Subject Lines and the The Law of Declining Significance  Jul 16, 2014 11:03 AM By Herschell Gordon Lewis

When creating an effective sales message, choose one key element your targets are most likely to regard as significant and subordinate the rest. Want that in more proletarian language? Laundry lists are weak selling weapons. Here’s more from Herschell Gordon Lewis on making email subject lines resonate with your customers.

Herschell Gordon Lewis: 2014 Represents the Height of Immediacy  May 28, 2014 7:46 AM By Herschell Gordon Lewis

What year is this? That’s a “dumb question” aimed at direct marketers who without justification append response-murderers such as “Allow six to eight weeks for delivery” to offers that haven’t made a prior reference to variations from immediacy.

Don’t Say That  Mar 09, 2014 2:22 PM By Herschell Gordon Lewis

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.

Don’t Say That…  Jan 15, 2014 3:04 PM By Herschell Gordon Lewis

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….”

Herschell Gordon Lewis’s Best and Worst Catalog Copy of 2013  Dec 16, 2013 12:34 PM By Herschell Gordon Lewis

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.

Herschell Gordon Lewis: The Difference Between Social and Sociable  Jun 02, 2013 9:28 PM By Herschell Gordon Lewis

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.

Herschell Gordon Lewis’s Annual Best and Worst Catalog and Ecommerce Copy  Dec 01, 2012 10:30 AM By Herschell Gordon Lewis

Printed catalogs seem to be a threatened species. The fittest do survive and, in fact, thrive. Many others thrive as online catalogs. So that

Personal to Whoever You Are: “I Love You.”  Aug 02, 2012 1:49 AM By Herschell Gordon Lewis

Let

Let Your Questions Draw Conclusions  Jun 02, 2012 12:54 AM By Herschell Gordon Lewis

Questions, which can penetrate skepticism where even the most solidly-couched imperative can

Stuck for a Headline? Think Generic  Feb 16, 2012 2:51 AM By Herschell Gordon Lewis

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

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