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Catalog Copy: Sticking My Head into the Lion’s Mouth  Jan 01, 2003 10:30 PM By Herschell Gordon Lewis

I have to keep reminding myself, as well as reminding you readers, of two factors: First, these are opinions. Every mail order marketing professional

Catalog Copy: Generic Wording–Can’t We Do Better?  Dec 01, 2002 10:30 PM By Herschell Gordon Lewis

Consider an absolute rule ofwell, of everything: Specifics out-sell generalizations. If you accept that concept you automatically accept that marching-in-place

Catalog Copy: You Know What You Mean Do They?  Jun 01, 2002 9:30 PM By Herschell Gordon Lewis

I’m looking at an upscale catalog. Here’s a wine cooler. The heading: Our Exclusive Compact Cellar Now in 2 styles Okay, we pay no attention to instead

Catalog Copy: Really Good Catalog Writers? How About These?  May 01, 2002 9:30 PM By Herschell Gordon Lewis

The for catalog copy is the heading. As we lurch deeper into the hypercompetitive 21st century, I’m more and more convinced that except for two categories

Catalog Copy: Popcorn and Warm Towels  Mar 15, 2002 10:30 PM By Herschell Gordon Lewis

One of the most exhilarating indoor sports any catalog critic can enjoy is comparing the way competing catalogs describe similar items. A benefit and

Catalog Copy: The Annual Best and Worst Catalog Copy  Jan 01, 2002 10:30 PM By Herschell Gordon Lewis

Maybe it’s unpatriotic to single out catalogs for criticism. After all, I don’t want to be the Bill Maher of the catalog industry. And I have to point

Catalog Copy: Will Travel Catalogs Survive?  Dec 01, 2001 10:30 PM By Herschell Gordon Lewis

There’s no question: Travel and leisure are hurting And no question: Short of all-out mobilization, some but not all the travel catalogs will survive.

E-mail Ain’t Direct Mail. Remember Where You Are  Nov 01, 2001 10:30 PM By Herschell Gordon Lewis

The synergy between direct mail and e-mail not only exists; it sparkles with energy. Direct mail is the incestuous first cousin of e-mail. But too many

Catalog Copy: Gold and Silver ACA Winners–24K and Sterling?  Sep 01, 2001 9:30 PM By Herschell Gordon Lewis

How can one attack copy in a travel catalog whose typical descriptions begin like this: THE GLORIES OF RAJASTHAN princely fortresses rising out of barren

Catalog Copy: Actives vs. Passives, Technique vs. Salesmanship  Jul 01, 2001 9:30 PM By Herschell Gordon Lewis

When a critic lumps Web copy and e-mail in the same pudding, he or she parallels the chef who puts chocolate sauce on a steak. The two are parallel only

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