New PDF release: Catalog copy that sizzles: all the hints, tips, and tricks

By Herschell Gordon Lewis

ISBN-10: 0844224472

ISBN-13: 9780844224473

"We're wordsmiths. phrases are our guns. A distinction of a fragment of I percentage in our skill to generate or accentuate reader involvement is worth it. realizing how and while to plumb for energy verbs and imperatives is only one extra indication of our professionalism. sufficient said." choked with helpful assistance and informative examples and illustrations, Catalog reproduction That Sizzles is the last word compendium of catalog copywriting knowledge. Herschell Gordon Lewis, recognized all over the world for his copywriting services, unearths the entire tricks, advice, and methods of the alternate you will ever want to know so one can write powerful catalog replica for any type of productfrom gardening instruments to surveillance units. In his personable and fascinating type, Herschell truly defines and offers examples of the fourteen different types of catalog replica, together with "Minimalist" reproduction, "All the proof" reproduction, and "I Am the best" reproduction. Plus, multiple hundred illustrations are interspersed in the course of the textual content in addition to useful evaluations of replica that works and replica that fails to make the grade in print and online catalogs. Interactive workouts like "First, you are trying It!" will warn you to parts that require development and may preserve you entertained and engaged via every bankruptcy. no matter if you are a copywriter, a contract author, an advertising specialist, or a person who easily desires to craft reproduction that sells for a print or online catalog, Catalog replica That Sizzles will arm you with the instruments you must craft reproduction that might promote any product, to any demographic, and in any structure.

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

Example text

When we have six lines of forty characters in which to empty our verbal baskets, how poetic can we be? So the titans of catalog writingthe Babe Ruths, the Mark McGwires, the Michael Jordansinvariably are those whose good fortune or talent lands them at The Sharper Image or Herrington or Field Trips or Lillian Vernon. There they can stretch their creative muscles to match the stretched-out copy blocks that tight little catalogs don't make available. How many free spirits are trying to pop the cork out of their restrictive six-line-forty-character bottles and show us how much talent they really have?

The writer can pour this kind of copy out of the word-can without knowing anything about the company. That's the clue to copy that has no effect on the reader's attitude. I'm looking at the heading over a copy block in a consumer catalog: Swissmass Is The Ultimate Massager From Sweden Now, let's not do what we usually do. Let's not slide around that headline, accepting it as unimaginative puffery. Suppose for once we don't accept the statement at face value. Suppose we say to the writer, "All right, my friend, you've said this is the ultimate massager.

7. Touchstone "Touchstone" copy ties whatever we're selling to a known base. "Touchstone" theory is logical: the reader accepts the touchstone . . and automatically accepts whatever is tied to the touchstone. "Touchstone" salsa copy might read like this: If you had been in the Alamo, you'd have had the opportunity to sample real Tex-Mex food. You weren't there, but the secret of good, hot Tex-Mex salsa is back... with Hell-Fire. The benefit of "Touchstone" copy: it's adaptable. You can intermix "Touchstone" copy with any other type and not destroy the coherent tone of the catalog.

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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 by Herschell Gordon Lewis

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