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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

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!

Sticking my head into the lion’s mouth  Feb 01, 2010 10:30 PM By Herschell Gordon Lewis

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

The shift to a two-step conversion  Oct 01, 2009 9:30 PM By Herschell Gordon Lewis

One of the latter-day dangers many catalogers face is using their print editions as bland feeder-mechanisms to their Websites. Whether a target customer

Salesmanship or showmanship?  Sep 01, 2009 9:30 PM By Herschell Gordon Lewis

2009 MCM AWARD WINNERS COPY Perennial winners dominated the Multichannel Merchant Awards this year. New Pig, L.L. Bean, Black Box, Hanna Andersson, Harry

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