Make Your Copy Active and Contemporary, Herschell Gordon Lewis Advises

By
Paul Miller
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In a session held during the DMA07 Conference last week in Chicago, copywriting expert Herschell Gordon Lewis encouraged attendees to focus on more active, more modern-day word and phrase choices in writing catalog and direct marketing copy. In a session that carried an anti-“this is the way we’ve always done this” mantra, he punched out the following points.
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- Direct Marketing Association

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