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Catalog Copy: Does Your Guarantee Actually Guarantee? And Should It?  Mar 15, 2001 10:30 PM By Herschell Gordon Lewis

I’m indebted to Kristin Anderson of Magellan’s for this month’s subject. Too often, catalogers take either a Pollyanna point of view or a sour one toward

Testing…One, Two, Three  Feb 01, 2001 10:30 PM By Herschell Gordon Lewis

Whats wrong with this scenario? Immediately after I concluded a speech on e-mail in the U.K., two people who had been in the front row and had been both

Testing… one, two, three  Feb 01, 2001 10:30 PM By Herschell Gordon Lewis

When it comes to assessing the impact of your e-mail, your customer is a better judge than your managerWhat’s wrong with this scenario? Immediately after

Here We Go Again! The Annual Best and Worst of Copy  Jan 01, 2001 10:30 PM By Herschell Gordon Lewis

I’ll admit cheerfully, up-front: This year I’m being very picky. If your print catalog has brilliant ideas, marred by nondescript descriptions, look out.

Great copy isn’t limited to the Award winners  Nov 01, 2000 10:30 PM By Herschell Gordon Lewis

Most catalogers don’t have the opportunity to see the work of their competitors or confreres that won Gold Awards in this year’s Annual Catalog Awards

Don’t get diarrhea of the fingertips  Oct 01, 2000 9:30 PM By Herschell Gordon Lewis

E-mail messages that run on and on and on may offend readers, or bore them – but they definitely won’t sell to themThink back to ancient times. The year

Catalog Copy  Sep 01, 2000 9:30 PM By Herschell Gordon Lewis

Clarity triumphs… as well it should The tumult and shouting have died. The Gold Award winners have their award plaques. Some Annual Catalog Award winners

WHAT ABOUT YOUR OLD BUSINESS?  Jul 01, 2000 9:30 PM By Herschell Gordon Lewis

`New’ is nice, `multichannel’ is trendy…but guess what? The print catalog channel has lots of life left in itThe press is full of stories predicting

Catalog Copy: Does the cover convey the catalog?  Jun 01, 2000 9:30 PM By Herschell Gordon Lewis

I’m looking at a catalog cover. The catalog is Mrs. Field’s Cookies.I know Mrs. Fields and her cookies. Yumm. But this cover shows a coyly smiling Mrs.

Make E-MAIL your can’t miss salesperson  Jun 01, 2000 9:30 PM By Herschell Gordon Lewis

If you haven’t been using e-mail selling messages because you’re afraid your customers or clients will think those promotional messages are spam, one

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