Cover image for Catalog copy that sizzles : all the hints, tips, and tricks of the trade youʼll ever need to write copy that sells
Catalog copy that sizzles : all the hints, tips, and tricks of the trade youʼll ever need to write copy that sells
Lewis, Herschell Gordon, 1926-2016.
Publication Information:
Lincolnwood, IL : NTC Business Books, [2000]

Physical Description:
xiv, 272 pages : illustrations ; 25 cm.
General Note:
Includes index.
Subject Term:
Format :


Call Number
Material Type
Home Location
Item Holds
HF5862 .L49 2000 Adult Non-Fiction Non-Fiction Area

On Order



Herschell Gordon Lewis is known for his copywriting prowess and this book is a guide to writing catalogue copy.

Author Notes

Herschell Gordon Lewis (Plantation, FL) is chairman of Communicomp, a direct marketing agency. He is also president of Lewis Enterprises, writing copy for and consulting with clients throughout the world. He is one of the best-known copywriters and consultants in the U.S. and has written Copywriting Secrets and Tactics, Selling on the Net, Sales Letters that Sizzle, and dozens more.


Table of Contents

Prefacep. ix
Acknowledgmentsp. xiii
1 What Kind of Copy? We Have Lots of Choicesp. 1
2 Who Hired This Guy, Anyway? Why Doesn't He Use the Good Words?p. 29
3 It's Force-Communication, Baby!p. 45
4 I'm Awfully Tired Today, So Please Don't Challenge Mep. 65
5 The Clarity Commandment Revisitedp. 79
6 What's on Top of the Copy Block?p. 85
7 Let Me Make This Absolutely Clearp. 91
8 Should Catalog Writers Have to Take Literacy Tests?p. 97
9 Catalog Copy for the Webp. 107
10 Why Not Tell 'Em What It's For?p. 123
11 Give Them a Reason to Buyp. 131
12 Lovely? Useful? Unique? Prove It!p. 139
13 The Ultimate Explosive ... and Other Overused Odditiesp. 145
14 Why Should I Pay You That Much?p. 155
15 Positioning: A Key to Higher Responsep. 165
16 Turning on the Reader's Toggle Switch: Building Rapport with Copy and Guaranteesp. 175
17 Describing the Complicated Item ... Explaining the Deception Perception ... and Other Mattersp. 187
18 The More You Know ... the More You Can Sayp. 195
19 The Law of Absolute Confusionp. 203
20 A Little Enthusiasm ... and a Little More Clarity ... Please!p. 211
21 The Negative Rule of Partial Disclosure: Don't Leave Them Hanging There!p. 219
22 OVERfamiliarity: Is It the Cause of Your UNDERdescribed "Shadow Copy"?p. 227
23 "Hit-and-Run" Copy: Why Not Use Words That Turn the Reader ON?p. 235
24 At Last! A "Can't-Miss" Copywriting Instrument: The Benefit-Benefit-Benefit Principlep. 243
Conclusion: And in the Year 2010 ...p. 253
Appendix A The Catalog Copywriter's Profitable Game of Twenty Questionsp. 261
Appendix B Compendium: The Rules This Book Has Explainedp. 267