Catalogue Copy That Sizzles : All the Hints, Tips and Tricks of the Trade You'll Ever Need to Write Copy That Sells

by Lewis, Herschell Gordon

• ISBN13: 9780844224473
• ISBN10: 0844224472
• Format: Hardcover
• Copyright: 1999-11-11
• Publisher: MCG

Summary

"We're wordsmiths. Words are our weapons. A difference of a fraction of I percent in our ability to generate or intensify reader involvement is worthwhile. Knowing how and when to plumb for power verbs and imperatives is just one more indication of our professionalism. Enough said." Packed with valuable tips and informative examples and illustrations, Catalog Copy That Sizzles is the ultimate compendium of catalog copywriting know-how. Herschell Gordon Lewis, known worldwide for his copywriting expertise, reveals all the hints, tips, and tricks of the trade you'll ever need to know in order to write effective catalog copy for any kind of productfrom gardening tools to surveillance devices. In his personable and engaging style, Herschell clearly defines and presents examples of the fourteen types of catalog copy, including "Minimalist" copy, "All the Facts" copy, and "I Am the Greatest" copy. Plus, more than one hundred illustrations are interspersed throughout the text along with valuable critiques of copy that works and copy that fails to make the grade in print and on-line catalogs. Interactive exercises like "First, You Try It!" will alert you to areas that require improvement and will keep you entertained and engaged through each and every chapter. Whether you're a copywriter, a freelance writer, an advertising and marketing professional, or someone who simply wants to craft copy that sells for a print or on-line catalog, Catalog Copy That Sizzles will arm you with the tools you need to craft copy that will sell any product, to any demographic, and in any format.

Author Biography

Herschell Gordon Lewis heads Lewis Enterprises, he is chairman at Communicomp, a direct-marketing agency affiliated with True North Communications and based in Fort Lauderdale, Florida.

Table of Contents

Preface	ix
Acknowledgments	xiii
What Kind of Copy? We Have Lots of Choices.	1	(28)
Who Hired This Guy, Anyway? Why Doesn't He Use the Good Words?	29	(16)
It's Force-Communication, Baby!	45	(20)
I'm Awfully Tired Today, So Please Don't Challenge Me.	65	(14)
The Clarity Commandment Revisited	79	(6)
What's on Top of the Copy Block?	85	(6)
Let Me Make This Absolutely Clear.	91	(6)
Should Catalog Writers Have to Take Literacy Tests?	97	(10)
Catalog Copy for the Web	107	(16)
Why Not Tell 'Em What It's For?	123	(8)
Give Them a Reason to Buy.	131	(8)
Lovely? Useful? Unique? Prove It!	139	(6)
The Ultimate Explosive...and Other Overused Oddities	145	(10)
Why Should I Pay You That Much?	155	(10)
Positioning: A Key to Higher Response	165	(10)
Turning on the Reader's Toggle Switch: Building Rapport with Copy and Guarantees	175	(12)
Describing the Complicated Item...Explaining the Deception Perception... and Other Matters	187	(8)
The More You Know...the More You Can Say	195	(8)
The Law of Absolute Confusion	203	(8)
A Little Enthusiasm...and a Little More Clarity...Please!	211	(8)
The Negative Rule of Partial Disclosure: Don't Leave Them Hanging There!	219	(8)
OVERfamiliarity: Is It the Cause of Your UNDERdescribed "Shadow Copy"?	227	(8)
"Hit-and-Run" Copy: Why Not Use Words That Turn the Reader ON?	235	(8)
At Last! A "Can't-Miss" Copywriting Instrument: The Benefit-Benefit-Benefit Principle	243	(18)
Conclusion: And in the Year 2010...	253	(8)
Appendix A The Catalog Copywriter's Profitable Game of Twenty Questions	261	(6)
Appendix B Compendium: The Rules This Book Has Explained	267