Herschell Gordon Lewis’s Best and Worst Catalog Copy of 2015

Best, No. 2: Healthy Living

I can see the exasperation spreading through creative meetings in  which the group compares the words you’re reading with their own analysis of what determines whether catalog copy is superior, just OK, or inferior. “It’s proletarian!” might be a typical exclamation.

Precisely.

Beautiful layout might, in fact, interfere with impact here. And a reaction such as “Proletarian” might (and in this case should) be a compliment because we’re discussing copy and copy only, not an attempt to qualify for a reward in art direction.

Many catalogs that probably regard themselves as more sophisticated can learn from this one. Every single headline includes or is built around a benefit. And every copy block justifies the claim of benefit. Typical proletarian and effective headings:

“The Answer for Aching Feet and Problem Toes”…

“Bathe or Shower Safely and Easily”…

“Three Wheel Rollators Go Where Regular Walkers Can’t”

Clicking to reach a description can bring up a sector headed “AmeriMark.” Hmmm. Are we still on the proper site? That’s a question, all right, but it isn’t related to copy, which always seems clear, concise, and salesworthy.

NEXT PAGE: Best, No. 3…

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