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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

Catalog Copy: So It’s Listed in the Catalog? So What?  Jun 01, 2001 9:30 PM By Herschell Gordon Lewis

I sometimes wonder whether the people who write catalog copy and the people who buy merchandise for a catalog ever talk to each other. The people who

Catalog Copy: A Tilley Hat Is a Tilley Hat. Or Is It?  Apr 01, 2001 9:30 PM By Herschell Gordon Lewis

The heading on a catalog description of the famous Tilley Hat: ELEPHANT EATS TILLEY HAT 3 TIMES! What follows is This is a true story. Michael Hackenberger,

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

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