Catalog Copy: Will Travel Catalogs Survive?
There’s no question: Travel and leisure are hurting And no question: Short of all-out mobilization, some but not all the travel catalogs will survive.
Herschell Gordon Lewis
E-mail Ain’t Direct Mail. Remember Where You Are
The synergy between direct mail and e-mail not only exists; it sparkles with energy. Direct mail is the incestuous first cousin of e-mail. But too many
Catalog Copy: Gold and Silver ACA Winners–24K and Sterling?
How can one attack copy in a travel catalog whose typical descriptions begin like this: THE GLORIES OF RAJASTHAN princely fortresses rising out of barren
Catalog Copy: Actives vs. Passives, Technique vs. Salesmanship
When a critic lumps Web copy and e-mail in the same pudding, he or she parallels the chef who puts chocolate sauce on a steak. The two are parallel only
Catalog Copy: So It’s Listed in the Catalog? So What?
I sometimes wonder whether the people who write catalog copy and the people who buy merchandise for a catalog ever talk to each other. The people who
Catalog Copy: A Tilley Hat Is a Tilley Hat. Or Is It?
The heading on a catalog description of the famous Tilley Hat: ELEPHANT EATS TILLEY HAT 3 TIMES! What follows is This is a true story. Michael Hackenberger,
Catalog Copy: Does Your Guarantee Actually Guarantee? And Should It?
I’m indebted to Kristin Anderson of Magellan’s for this month’s subject. Too often, catalogers take either a Pollyanna point of view or a sour one toward
Testing… one, two, three
When it comes to assessing the impact of your e-mail, your customer is a better judge than your managerWhat’s wrong with this scenario? Immediately after
Testing…One, Two, Three
Whats wrong with this scenario? Immediately after I concluded a speech on e-mail in the U.K., two people who had been in the front row and had been both
Here We Go Again! The Annual Best and Worst of Copy
I’ll admit cheerfully, up-front: This year I’m being very picky. If your print catalog has brilliant ideas, marred by nondescript descriptions, look out.