Herschell Gordon Lewis
Let Your Questions Draw Conclusions
Questions, which can penetrate skepticism where even the most solidly-couched imperative can
Stuck for a Headline? Think Generic
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
Best Catalog Copy 2011: These Came Close
Runners-up for the Best in Catalog Copy 2011
Herschell Gordon Lewis: The Best and Worst in Copy 2011
This worked, that didn’t… Here are Herschell Gordon Lewis’s 2011 picks for the best and worst online and print catalog copy.
Facebook Campaigns Create “Likes,” but Not Loyalty
As Facebook crosses the incredible 750 million-member-line, without question or argument it has become a major force in marketing. But
What Happens When Copywriters Make Misguided Assumptions
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
Copy That Sells Differentiates MCM Awards Winners From Also-rans
When a catalog wins a Gold Award in the annual MCM Awards competition, copy is just one of the factors the judges consider
Sticking my head into the lion’s mouth
We’re now in the second decade of the 21st century. Attention spans shrink more every year. Competition is omnipresent. Emphasizing benefit generates
Salesmanship triumphs
Looking over some of this year’s winners of the Multichannel Merchant Awards, I was seeking a common denominator. My conclusion is on the loose-fitting