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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

Best Catalog Copy 2011: These Came Close  Dec 14, 2011 10:30 PM By Herschell Gordon Lewis

Runners-up for the Best in Catalog Copy 2011

Herschell Gordon Lewis: The Best and Worst in Copy 2011  Dec 14, 2011 10:30 PM By Herschell Gordon Lewis

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  Oct 01, 2011 9:30 PM By Herschell Gordon Lewis

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  Sep 02, 2011 9:30 PM By Herschell Gordon Lewis

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  Jul 01, 2011 9:30 PM By Herschell Gordon Lewis

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  Feb 01, 2011 10:30 PM By Herschell Gordon Lewis

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  Sep 01, 2010 9:30 PM By Herschell Gordon Lewis

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

Sell the Sizzle with Clarity  Jul 01, 2010 9:30 PM By Herschell Gordon Lewis

It’s been considerably more than 70 years since supersalesman Elmer Wheeler published his book, Tested Sentences that Sell, which included the immortal

I get a “Free rush delivery upgrade?” Wow!  May 01, 2010 9:30 PM By Herschell Gordon Lewis

As this column has reflected before, the mini-gap between catalog copy and conventional direct response copy has been shrinking. No surprise, since copy

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