Product Description
Product Description
Herschell Gordon Lewis is known for his copywriting prowess and this book is a guide to writing catalogue copy.
From the Back Cover
"Each catalog fights for its life in one of the most brutally competitive marketplaces the wily brain of man could invent. An endless fight makes clarity a victim, like a pedestrian crossing an expressway which has no stoplights, no speed limit, no lane markers, no direction signs. Our job: preserve the victim." 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 copywriting how-to guide for catalogers of any type. Featuring hundreds of real-life examples drawn from actual catalogs and websites, world-renowned 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. A successful copywriter can create response-pulling copy for anything that can be sold through a catalog from computer hardware to fruit baskets. Catalog Copy That Sizzles will provide you with all the information you need to improve your current copywriting skills and develop new, effective techniques that are guaranteed to sell any product or service. Sizzling interactive features include: -An in-depth look at fourteen different types of catalog copy. Can you tell the differences among "Jes' folks" copy, "Shout" copy, "Plain Vanilla" copy, and "Snob Appeal" copy? -"The Catalog Copywriter's Profitable Game of Twenty Questions." The twenty questions to ask yourself as you begin to write copy include #1: "Do you know who reads your catalog?" and #13: "Have you cleansed your copy of egomania and megalomania?" Play this game and you're sure to write copy that's clean, clear, and attention grabbing. -Thirty-second assignments. At the start of each chapter, your copywriting prowess will be challenged. Can you draft a headline that will stop the reader and generate a buying impulse? Rewrite a headline using fewer than ten words? From these mini-exercises, even the most experienced copywriters will glean insight into ways to improve their skills. Tight deadlines, narrow space limitations, unlimited on-line competition, and strict demands on the writer's prior product knowledge make writing catalog copy a challenge unlike any other facet of professional copywriting. 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.
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