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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.

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

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

A worthwhile infection  Apr 01, 2010 9:30 PM By Herschell Gordon Lewis

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!

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