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

Best, No. 3: FeelGoodstore.com

You can see the direction we’re taking. Applause for “Healthy Living” demands parallel treatment for FeelGoodstore, because copy in FeelGoodstore takes a parallel direction. You’re on the main track if you emphasize what items in your catalog can do for personal improvement, rather than excreting student-level copy that hangs its misfitting hat on who makes it or who endorses it. Thus, power surges from a knee brace whose heading strikes directly onto the point: “Hinged knee brace provides powerful support” … impact increases because this catalog doesn’t use initial caps.

For a back brace: “Soothe back pain in 20minutes.” Not a syllable wasted, not a chance of misinterpretation. Specificity wins, as it usually does in competition against less specific promises.

NEXT PAGE: Best, No. 4…

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