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Curmudgeon at Large ARCHIVE

Retailers Capture the Power of the Checkout Moment  Apr 07, 2016 4:42 PM By George Eberstadt

“Be the first to write a review” is one of most negative messages retailers can show on their product pages. One way around this conundrum is for retailers to capture a sort of micro-review at the moment of purchase, rather than waiting weeks to ask for a traditional review by email. Here’s how a new type of customer-generated content captured online at the point of purchase can solve the problem of low customer review volume.

Herschell Gordon Lewis’s Best and Worst Catalog Copy of 2015  Oct 28, 2015 11:04 AM By Herschell Gordon Lewis

Herschell Gordon Lewis sticks his head in the lion’s mouth once again to give us his Best and Worst of Catalog Copy for 2015.

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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