Great copy isn’t limited to the Award winners
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
Herschell Gordon Lewis
Don’t get diarrhea of the fingertips
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
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?
`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?
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
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?
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?
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
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
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);