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New vs. nu?  Jul 01, 2009 9:30 PM By Herschell Gordon Lewis

This shouldn’t be an iconoclastic suggestion: Catalogs that lean on the same old clichs not only don’t reflect the most aggressive and most competitive

Don’t cannibalize your own response  May 01, 2009 9:30 PM By Herschell Gordon Lewis

Which of these headings for a $39.95 lighted, fogless mirror is more likely to generate a response? Inside the cover of the company’s printed catalog:

Smart copy can prevent returns  Apr 01, 2009 9:30 PM By Herschell Gordon Lewis

The What if factor can be a barrier to an order. But it has a secondary cutting edge: It can be the cause of returned merchandise. That double edge cuts

Best and worst in catalog copy  Feb 01, 2009 10:30 PM By Herschell Gordon Lewis

ANNUAL CHOICES: THE BEST AND WORST CATALOG COPY To adapt a clich When times get tough, catalogs become more similar to other catalogs. That’s because

These came close  Feb 01, 2009 10:30 PM By Herschell Gordon Lewis

Healthy Living Nothing nothing about this catalog is a salute to artistry. It’s the way catalogs used to look, with four to six items on each page. What

Generate the desire to buy  Dec 01, 2008 10:30 PM By Herschell Gordon Lewis

Twenty years ago, if you asked any successful cataloger to explain the creative difference between catalog copy and direct response copy, you’d quickly

Coping with tough times  Oct 01, 2008 9:30 PM By Herschell Gordon Lewis

Times are tough. They’re especially tough for print catalogs. They carry a cross Web catalogs don’t. And an alarming number of dispassionate observers

Competitive benefit is king  Sep 01, 2008 9:30 PM By Herschell Gordon Lewis

2008 MCM AWARD WINNERS COPY The combination of fierce competition and merciless judging is certainly a reason every winner in fact, make that every finalist

Word-watching for fun and profit  May 01, 2008 9:30 PM By Herschell Gordon Lewis

As recently as a generation ago, catalogs could survive by basing their appeal on a combination of traditional image, buyer loyalty, and breadth of selection.

Cannibals in bedlam  Apr 01, 2008 9:30 PM By Herschell Gordon Lewis

A given: Typically, a consumer prospect looks for the best price rather than relying on loyalty to a distant source. A given: A business prospect looks

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