Worst, No. 5: Ballard Designs
The cover of the current issue has as its display copy: “get ready to ENTERTAIN with BUNNY WILLIAMS.”
So the decision, comparatively and competitively, as to whether this catalog gets an enthusiastic reception or a “Huh?” has tom depend on the salespower of that line.
Assuming nobody in your office connects with the name Bunny Williams – as was the case in our office – the problem should be “No problem.” The copywriter swings into action, adding some octane. So however previously unknown the subject is, she quickly assumes a mantle of majesty or radiance or both. That’s what copywriters are for, isn’t it?
Copy for items in the first spread credits Bunny Williams for originality, although some refer to old favorites as the inspiration. The challenge has been bypassed rather than exploited.
Right on. That’s enough for this issue.
You can reinforce the opinion you probably had before exposure to this commentary: the line separating the ordinary from the extraordinary is thin. The line separating the deficient from the ordinary is even thinner. That brings hope to all of us for next year.
On behalf of Woodrow Wilson and myself, I ask for parallel mercy if you’re an ingrate … and for hope if you aren’t. Maybe the sun will shine next year?
Herschell Gordon Lewis is the principal of Lewis Enterprises, Pompano Beach, Florida. Author of 32 books, including the recently-published Internet Marketing Tips, Tricks, and Tactics; Catalog Copy That Sizzles; On the Art of Writing Copy (fourth edition recently published); Asinine Advertising; and Creative Rules for the 21st Century, he writes copy for and consults with clients worldwide. Web address is firstname.lastname@example.org.