MULTICHANNEL MERCHANT » ARCHIVES FOR HERSCHELL GORDON LEWIS
Runners-up for the Best in Catalog 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.
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
When a catalog wins a Gold Award in the annual MCM Awards competition, copy is just one of the factors the judges consider
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
It’s been considerably more than 70 years since supersalesman Elmer Wheeler published his book, Tested Sentences that Sell, which included the immortal
As this column has reflected before, the mini-gap between catalog copy and conventional direct response copy has been shrinking. No surprise, since copy
For at least five years maybe 10 this cry has resounded through the venerable ivy-covered walls of the catalog universe: Printed catalogs are obsolete!
Every year it gets harder. No, it doesn’t get harder because we have fewer catalogs. It gets harder because it’s more difficult to isolate catalogs that