Lewis Enterprises’ Herschell Gordon Lewis on Copywriting for the 21st Century

February 2008 By Ethan Boldt

multipage

EB: In a saturated market, such as auto refinancing, how can you create emotion for and validate the pre-qualification to increase response?

HGL: Emphasize singularity. “Not one person in 10,000 ...” “You’re a rare individual ...” “We salute you ...” Actual wording depends on the specific offer to these people, to whom we say, in one type of verbiage or another, “You’re chosen.” DON’T use the worn-out, “You’ve been pre-approved.” Figure out a logical rubber stamp effect for the envelope if this is a mailed offer.

EB: Do branded outer envelopes (with your logo) pull better than envelopes without your logo?

HGL: Logos pull better only when communicating with multibuyers. For cold lists, the best response seems to come from the CEO’s name typewritten above the street address.

EB: How do you get marketing managers to “get it” in terms of copy? And what’s the single best DM tactic to use during a downturn in the overall economy?

HGL: If the marketing manager is especially obtuse, prepare a second copy-block that violates the rules … and ask that individual to choose. Confusion invariably results, and you can reassume command.

During a downturn, ride the downturn. Be the Voice of Doom, then the solution to the Voice of Doom.

EB: Where are tomorrow’s great writers today?

HGL: Tomorrow’s great writers are those who: a) don’t run on tracks; b) don’t try to substitute their own wit for salesmanship; and c) have a command of grammar.

[This article is adapted from the Straight Talk interview that was published in the February 2008 issue of Inside Direct Mail, a sister publication to Target Marketing magazine. To learn more about Inside Direct Mail, visit www.insidedirectmail.com]