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MULTICHANNEL MERCHANT » ARCHIVES FOR HERSCHELL GORDON LEWIS
Have you noticed a peculiar mini-movement among some catalogs: a cover illustration totally unrelated to what’s for sale inside? Hmmm. Trying to analyze
This column, as veteran (or more accurately, resolute) readers of Multichannel Merchant know in advance, limits comments to copy. Copy isn’t always in
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
Matching the offer to the prospect is a in any professional sales situationexcept for some catalogs. Why? Catalog marketing managers either have an awareness
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
Tradition, folklore, custom, habit, standard operating procedure, We’ve always done it that way: That explains why business catalogs feel comfort and
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
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.
The cover of a print catalog says: 2004/2005 / Columbia, Snake and Willamette River Cruises / Aboard Authentic SternWheeler / Along The Lewis& Clark Route.
Effective catalog copy reaches the reader within his or her experiential background that pastiche of experiences that becomes an automatic acceptance