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The best befriend benefit copy  Sep 01, 2006 9:30 PM By Herschell Gordon Lewis

This column, as veteran (or more accurately, resolute) readers of Multichannel Merchant know in advance, limits comments to copy. Copy isn’t always in

Do cover designers even look inside?  Jun 01, 2006 9:30 PM By Herschell Gordon Lewis

Here’s where I irritate even more catalogers than I usually do. I have three questions for catalog creative teams: 1) What does your catalog cover say

The rule of specificity  May 01, 2006 9:30 PM By Herschell Gordon Lewis

Matching the offer to the prospect is a in any professional sales situationexcept for some catalogs. Why? Catalog marketing managers either have an awareness

Is this really a catalog?  Apr 01, 2006 10:30 PM By Herschell Gordon Lewis

The cover of a catalog says, with ruthless competitive truth: Whatever it is, you can get it on eBay. Oh, eBay has a catalog? You bet it does, and it’s

Not just the facts, ma’am  Dec 01, 2005 10:30 PM By Herschell Gordon Lewis

Tradition, folklore, custom, habit, standard operating procedure, We’ve always done it that way: That explains why business catalogs feel comfort and

Clarity ber alles  Sep 01, 2005 9:30 PM By Herschell Gordon Lewis

Seems to me, as a dispassionate observer, that the World Wide Web has wrought a happy evolution in descriptive copy. That evolution is a seismic shift

Gourmet treats, gourmet copy  Aug 01, 2005 9:30 PM By Herschell Gordon Lewis

All olive oils aren’t created equal. Well, of course you already knew that, just from getting over bewilderment at the range of prices in the supermarket.

A Page from [ or to ] Your Website  May 01, 2005 9:30 PM By Herschell Gordon Lewis

The cover of a print catalog says: 2004/2005 / Columbia, Snake and Willamette River Cruises / Aboard Authentic SternWheeler / Along The Lewis& Clark Route.

Experiential vs. experimental  Mar 01, 2005 10:30 PM By Herschell Gordon Lewis

Effective catalog copy reaches the reader within his or her experiential background that pastiche of experiences that becomes an automatic acceptance

THE BEST & WORST CATALOG COPY  Jan 01, 2005 10:30 PM By Herschell Gordon Lewis

Hoorays & nays Here I go again, sticking my head into the lion’s mouth with the annual masochistic project of publishing personal prejudices. Every year,

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