Herschell Gordon Lewis

From time to time, it's important to check the shelf life of your catalog product copy. If the copy isn’t fresh, engaging or sales-driven, chances are it's outdated and you're probably losing sales. So why not take a few minutes to examine your copy and be honest with yourself: Does the copy sell the product?

Looking for some simple tips to quickly improve your catalog copy? Direct marketing copywriting guru Herschell Gordon Lewis offered the following three quick tips in his session “Fast and Furious Tips for Catalog Copy in the 2006-2007 Season” at the Annual Conference for Catalog, Internet & Multichannel Merchants (ACCM) held last month in Chicago. * No misspellings or typos ... ever! One misspelled word in a sea of copy may be enough to shake customers’ confidence in your catalog operation. * Use your hot spots. In a typical catalog, Lewis said, there are five hot spots where you can feature new products, best sellers

Catalog copywriters are hired as salespeople, Herschell Gordon Lewis emphasized in his session “Fast and Furious Tips for Catalog Copy in the 2006-2007 Season” at the Annual Conference for Catalog, Internet & Multichannel Merchants (ACCM) held last week in Chicago. He offered attendees a number of practical tips for writing clear, concise copy that focuses on customers? wants and problems, and how a new product or service can fill those wants or solve those problems: 1. Use the benefit/benefit/benefit principle to write effective catalog copy. First, make a statement of superiority over others. (Example: “Here at last is a silent dishwasher.”) Then, relate that statement

© Profile of Success, Catalog Success magazine, March 2006 Interview by Matt Griffin Catalog Success: When was the catalog established? John Economaki: Bridge City Tool Works began with a single space ad in the November/December 1983 issue of Fine Woodworking. CS: What is your primary merchandise? JE: A proprietary line of non-powered, precision woodworking hand tools. CS: What is your annual circulation? JE: We no longer produce a "catalog" per se. One of the realities we faced post 9/11 was the contraction of our market. Today we mail several smaller 16-to-32 page offers with total circulation less than 1 million pieces. CS: How did

© Profile of Success, Catalog Success magazine, March 2006 Interview by Matt Griffin Catalog Success: When was the catalog established? John Economaki: Bridge City Tool Works began with a single space ad in the November/December 1983 issue of Fine Woodworking. CS: What is your primary merchandise? JE: A proprietary line of non-powered, precision woodworking hand tools. CS: What is your annual circulation? JE: We no longer produce a "catalog" per se. One of the realities we faced post 9/11 was the contraction of our market. Today we mail several smaller 16-to-32 page offers with total circulation less than 1 million pieces. CS: How did

Until most people have high-speed Internet access, avoid using heavy graphics on your home page. —Herschell Gordon Lewis