The Curmudgeon at Large

Herschell Gordon Lewis is president of Lewis Enterprises in Pompano Beach, Florida. Author of 32 books including “On the Art of Writing Copy” (now in its fourth edition), “Hot Appeals or Burnt Offerings,” and “How to Write Powerful Catalog Copy,” he is a member of the Direct Marketing Association Hall of Fame. He can be reached at 954.782.1750 or Cell is 954.600.7073.

Some years back, a semi-literate day helper inadvertently made a comment entitling her to the kind of immortality someone can get only

“Make me a deal on a split run.” Of all the negotiating ploys we as marketers might consider, this simple sentence has more success

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