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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

Why not motivate them while we’re at it?  Apr 01, 2000 10:30 PM By Herschell Gordon Lewis

We’re under siege. So what?The catalog business is fragmenting itself, with dot.com appendages cannibalizing business from paper siblings…and, we hope,

Why not motivate them while we’re at it?  Mar 01, 2000 10:30 PM By Herschell Gordon Lewis

We’re under siege. So what?The catalog business is fragmenting itself, with dot.com appendages cannibalizing business from paper siblings…and, we hope,

Colorful word images that still SELL  Feb 01, 2000 10:30 PM By Herschell Gordon Lewis

I’m rich with wristwatches. I have a Patek-Philippe, a Rolex, a Breitling, a Baum & Mercier, a Universal, even a Casio. The one watch I no longer have

The annual best and worst of catalog copy  Jan 01, 2000 10:30 PM By Herschell Gordon Lewis

This job gets tougher and tougher. In the year 2000, online catalogs not only are achieving equivalence (and maybe, within the next five years, dominance);

Is your copy trying too hard?  Nov 01, 1999 10:30 PM By Herschell Gordon Lewis

One man’s meat is another man’s poison. And as catalog copy becomes more and more hypertargeted, two circumstances become more and more apparent. The

The 10 BEST Catalog Copy Headlines  Jun 01, 1999 9:30 PM By Herschell Gordon Lewis

As every reader of this publication knows, catalogs use one of four standard headings:1. Name the product.2. Describe the product “phylum.”3. Describe

The Huh? Syndrome is still with us  May 01, 1999 9:30 PM By Herschell Gordon Lewis

Hard to believe. Printed catalogs are up to their eyeballs in competition…from the Web, from newcomers, from revitalized retailers, from discount malls.

Why good catalog copy is so tough to write  Apr 01, 1999 10:30 PM By Herschell Gordon Lewis

As a pilgrim who has wandered for scores of years through the fertile valleys (and inhospitable hills) of both direct marketing and catalogs, I’ve come

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