Catalog copy that sizzles: all the hints, tips, and tricks - download pdf or read online

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." filled with helpful assistance and informative examples and illustrations, Catalog reproduction That Sizzles is the last word compendium of catalog copywriting knowledge. Herschell Gordon Lewis, identified around the world for his copywriting services, finds all of the tricks, information, and tips of the alternate you will ever want to know on the way to write powerful catalog replica for any type of productfrom gardening instruments to surveillance units. In his personable and interesting variety, Herschell basically defines and offers examples of the fourteen sorts of catalog replica, together with "Minimalist" replica, "All the evidence" replica, and "I Am the best" reproduction. Plus, multiple hundred illustrations are interspersed in the course of the textual content in addition to precious evaluations of reproduction that works and duplicate that fails to make the grade in print and online catalogs. Interactive workouts like "First, you are attempting It!" will warn you to components that require development and should continue you entertained and engaged via each bankruptcy. even if you are a copywriter, a contract author, an marketing specialist, or an individual who easily desires to craft replica that sells for a print or online catalog, Catalog reproduction That Sizzles will arm you with the instruments you want to craft replica that may promote any product, to any demographic, and in any structure.

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Additional 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

Too heavy a pace for a whole catalog? You bet. And in those two sentences we have the core of benefit and drawback. The benefit of "You-You-You" copy: readers can't feel left out. Copy is aimed like a blunderbuss straight at them. The drawback of "You-You-You" copy: reader interest buckles under the fatigue caused by artificially heavy involvement. 4. Shout "Shout" is the easiest of all copy to write. " play up price. The very act of shouting implies a price lower than competitors charge, even when it may not be true.

Page 38 To validate the proposition, try writing two parallel pieces of copy. For the first, you have bare-bones informationcolors, sizes, and a product photograph with no cutline. For the second, you have all the information the buyer would give to the department manager of a retail store. Sure, the second piece of copy is easier to write. But that isn't the way a printed-catalog recipient or online-catalog reader keeps score. The second piece of copy invariably has more meat in it, and that's a powerful way to keep score.

It's wonderful. " If you're brave... or if you love real Mexican sauce... you have to get some. "Down Home" can include straight talk without seeming preachy. But when the copy lapses into "You'd better . " or "You really should . " it can alienate readers-without their quite knowing why they're alienated. The benefit of "Down Home" copy: readers feel the copy is aimed at them, which means benefit has to be present. The drawback of "Down Home" copy: after a few pages, it seems forced. How many relatives, how many trips, how many problems-to-besolved does this cataloger have, anyway?

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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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