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Catalog copy that sizzles : all the hints, tips, and tricks of the trade youʼll ever need to write copy that sells

Author: Herschell Gordon Lewis
Publisher: Lincolnwood, Ill. : NTC Business Books, ©2000.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"Packed with helpful, hands-on advice and exercises for writing effective copy for either print or on-line catalogs, Catalog Copy That Sizzles is the ultimate copyrighting how-to-guide for catalogers of any type. Featuring hundreds of real-life examples drawn from actual catalogs and websites, copywriter Herschell Gordon Lewis reveals every tip, gimmick, and trick of the copywriting trade for crafting compelling,  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Herschell Gordon Lewis
ISBN: 0844224472 9780844224473
OCLC Number: 41039953
Description: xiv, 272 pages : illustrations ; 24 cm
Contents: What Kind of Copy? We Have Lots of Choices --
Who Hired This Guy, Anyway? Why Doesn't He Use the Good Words? --
It's Force-Communication, Baby! --
I'm Awfully Tired Today, So Please Don't Challenge Me --
The Clarity Commandment Revisited --
What's on Top of the Copy Block? --
Let Me Make This Absolutely Clear --
Should Catalog Writers Have to Take Literacy Tests? --
Catalog Copy for the Web --
Why Not Tell 'Em What It's For? --
Give Them a Reason to Buy --
Lovely? Useful? Unique? Prove It! --
The Ultimate Explosive ... and Other Overused Oddities --
Why Should I Pay You That Much? --
Positioning: A Key to Higher Response --
Turning on the Reader's Toggle Switch: Building Rapport with Copy and Guarantees --
Describing the Complicated Item ... Explaining the Deception Perception ... and Other Matters --
The More You Know ... the More You Can Say --
The Law of Absolute Confusion --
A Little Enthusiasm ... and a Little More Clarity ... Please! --
The Negative Rule of Partial Disclosure: Don't Leave Them Hanging There! --
OVERfamiliarity: Is It the Cause of Your UNDERdescribed "Shadow Copy"? --
"Hit-and-Run" Copy: Why Not Use Words That Turn the Reader ON? --
At Last! A "Can't-Miss" Copywriting Instrument: The Benefit-Benefit-Benefit Principle --
Conclusion: And in the Year 2010 ... --
The Catalog Copywriter's Profitable Game of Twenty Questions --
Compendium: The Rules This Book Has Explained.
Responsibility: Herschell Gordon Lewis.
More information:

Abstract:

"Packed with helpful, hands-on advice and exercises for writing effective copy for either print or on-line catalogs, Catalog Copy That Sizzles is the ultimate copyrighting how-to-guide for catalogers of any type. Featuring hundreds of real-life examples drawn from actual catalogs and websites, copywriter Herschell Gordon Lewis reveals every tip, gimmick, and trick of the copywriting trade for crafting compelling, effective catalog descriptions for any type of product or service - from tulip bulbs to farm equipment, from consulting services to mailorder grapefruit."--Jacket.

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