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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.
Series: --Sizzles.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Lewis, Herschell Gordon, 1926-
Catalog copy that sizzles.
Lincolnwood, Ill. : NTC Business Books, 2000
(DLC) 99026318
(OCoLC)41039953
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Herschell Gordon Lewis
ISBN: 0585105480 9780585105482
OCLC Number: 43475895
Notes: Includes index.
Description: 1 online resource (xiv, 272 pages) : illustrations.
Contents: 1 What Kind of Copy? We Have Lots of Choices 1 --
2 Who Hired This Guy, Anyway? Why Doesn't He Use the Good Words? 29 --
3 It's Force-Communication, Baby! 45 --
4 I'm Awfully Tired Today, So Please Don't Challenge Me 65 --
5 The Clarity Commandment Revisited 79 --
6 What's on Top of the Copy Block? 85 --
7 Let Me Make This Absolutely Clear 91 --
8 Should Catalog Writers Have to Take Literacy Tests? 97 --
9 Catalog Copy for the Web 107 --
10 Why Not Tell 'Em What It's For? 123 --
11 Give Them a Reason to Buy 131 --
12 Lovely? Useful? Unique? Prove It! 139 --
13 The Ultimate Explosive ... and Other Overused Oddities 145 --
14 Why Should I Pay You That Much? 155 --
15 Positioning: A Key to Higher Response 165 --
16 Turning on the Reader's Toggle Switch: Building Rapport with Copy and Guarantees 175 --
17 Describing the Complicated Item ... Explaining the Deception Perception ... and Other Matters 187 --
18 The More You Know ... the More You Can Say 195 --
19 The Law of Absolute Confusion 203 --
20 A Little Enthusiasm ... and a Little More Clarity ... Please! 211 --
21 The Negative Rule of Partial Disclosure: Don't Leave Them Hanging There! 219 --
22 OVERfamiliarity: Is It the Cause of Your UNDERdescribed "Shadow Copy"? 227 --
23 "Hit-and-Run" Copy: Why Not Use Words That Turn the Reader ON? 235 --
24 At Last! A "Can't-Miss" Copywriting Instrument: The Benefit-Benefit-Benefit Principle 243 --
Conclusion: And in the Year 2010 ... 253 --
Appendix A The Catalog Copywriter's Profitable Game of Twenty Questions 261 --
Appendix B Compendium: The Rules This Book Has Explained 267.
Series Title: --Sizzles.
Responsibility: Herschell Gordon Lewis.

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