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Curmudgeon at Large ARCHIVE

The Best and Worst Catalog Copy of 2014  Nov 19, 2014 10:59 AM By Herschell Gordon Lewis

Who are the winners, and who needs the most help? Herschell Gordon Lewis sticks his head in the lion’s mouth and give us his best and worst catalog copy of 2014. Did your company make the list?

Herschell Gordon Lewis: 2014 Represents the Height of Immediacy  May 28, 2014 7:46 AM By Herschell Gordon Lewis

What year is this? That’s a “dumb question” aimed at direct marketers who without justification append response-murderers such as “Allow six to eight weeks for delivery” to offers that haven’t made a prior reference to variations from immediacy.

Don’t Say That  Mar 09, 2014 2:22 PM By Herschell Gordon Lewis

A quick question whose answer should pop into your mind within three seconds: What benefit does “but” have that “however” lacks? You’re putting a commanding finger on an almost-invisible way to add or lose power in a 21st-century email solicitation.

Don’t Say That…  Jan 15, 2014 3:04 PM By Herschell Gordon Lewis

A major direct marketer sent me (and, I assume, you and a couple of million others) an unsolicited email. In the classic Big Brother tradition, it says, “We invite you to apply for….”






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