Lewis Enterprises

Letters to the Editors
February 8, 2013

We don't get many "Letters to the Editor," even as email. Between article comments, sharing tools and social media, fewer magazines do these days—we get notes from PR agents, industry contacts, and the occasional complaint, but letters actually discussing or responding to the articles are rare. In fact, I used to work for a magazine where we perhaps, may have ... ahem ... "made them up" for comedic purposes. The following letters are not made up. Herschell Gordon Lewis and Rich Cress both had some things to say about some recent items in our magazine and e-newsletter

Words that Get Opens — for Envelopes and Emails
June 8, 2010

In the Internet era, envelope copy or email subject lines are more important today than ever before. If, for example, the recipient recognizes immediately that whatever is in that envelope or email has a high degree of relevance, then response goes up.

Easy, right? Well, not exactly. Thus, we turn to famed and highly successful copywriter Herschell Gordon Lewis during this upcoming hour in order to find out exactly how to create such winning copy. Author of the recent "Creative Rules for the 21st Century - the Richest Resource of Copywriting Secrets for Today's Market" and the just-published "Internet Marketing Tips, Tricks and Tactics", few copywriters know the rules of engagement and tricks of the trade better than Herschell.

In this one-hour webinar, you will learn ways to create copy that get prospects to sit up and pay attention, then open. You will learn how ...

- to produce "verisimilitude." One of Herschell's favorite words, he will demonstrate how to display it with regularity in order to garner better response.
- to transform a smelly "We are desperate to sell you something" message into a sweet salesworthy one.
- to choose the right combination of words on an email subject line ... and the right length.
- to create two magical ingredients that all prospects desire: one-to-one feel and timeliness.

- to use color and handwriting and rubber stamps on the outer envelope to get a message across in the right way.

- to select the right mix of teasers that work in concert rather than against each other.
- to employ the back of the envelope to make a message work when timeliness is the goal. On the other hand, he will also demonstrate when the back of the envelope should remain blank.

Registration fee: $79

Sponsored by Silverpop

To view this webinar click here!:

Couldn't make it on June 8th? No problem! Target Marketing Group webinars are archived for 90 days after the live event. Click above to register and get access to this webinar on-demand.

Psychological Tactics That Increase Mail Response
November 4, 2009

The two go-to components of a direct mail campaign—the list and the offer—may not (and often cannot) change much, as lists are better targeted and cleaner than ever before and many companies, especially in this economy, are giving potential customers "best offers" already.

6 Steps to Improve E-mail & Direct Mail Content
August 20, 2008

Because of today's challenging economic climate, consumers are time-crunched and cash-strapped. They not only have less time to read their direct mail and e-mails, they also are less willing to part with their money. These are significant hurdles for marketers who rely on direct mail and e-mail channels for building revenue.

4 Ways to Produce Better Catalog Copy
July 23, 2008

Too often, catalog copy describes much better than it sells. Famed copywriter and direct marketing consultant Herschell Gordon Lewis sought to help change that with Inside Direct Mail’s latest webinar, entitled “Copywriting for Catalogs & Merchandise” [$79, http://www.targetmarketingmag.com/r?s=107228 ]. In his books “Catalog Copy That Sizzles” and the recent “Creative Rules for the 21st Century—the Richest Resource of Copywriting Secrets for Today’s Market,” Lewis discusses the type of copy and fresh creative ideas that are essential to help any print or online catalog sell their merchandise. In the webinar itself, Lewis went over many simple rules of catalog copy that catalogers and

Lewis Enterprises’ Herschell Gordon Lewis on Copywriting for the 21st Century
February 20, 2008

With 31 books under his belt and dozens of successful mail pieces in the mailstream, such as the long-standing Omaha Steaks and Red Cooper controls, famed copywriter Herschell Gordon Lewis heads Lewis Enterprises in Fort Lauderdale, Fla., through which he writes and consults individually. A member of the DMA Hall of Fame, he recently penned “Creative Rules for the 21st Century—the Richest Resource of Copywriting Secrets for Today’s Market,” offered by American Writers & Artists Inc. Because any direct mail business or copywriter would welcome the chance to pick the brain of the master, I conducted a follow-up interview to Lewis’ Dec. 4, 2007,

Four Evergreen Copywriting Tips
January 23, 2008

While some creative ideas never stop working in direct mail, new rules in copywriting are required to prosper now and in the future—including learning how to update controls, generate successful tests and, perhaps most important, respond to increasingly discerning prospects. Someone who recently came up with 30 such ideas—for Inside Direct Mail’s first webinar, “30 Direct Mail Creative Ideas for 2008” (go to http://www.targetmarketingmag.com/story/story.bsp?var=story&sid=81761 and pay a discounted fee to listen), on December 6, 2007—is famed copywriter Herschell Gordon Lewis, president of Lewis Enterprises in Pompano Beach, Fla. Lewis has dozens of successful efforts in the mailstream, such as the long-standing Omaha

Granta's Grand Control (1,483 words)
December 1, 1999

Ever since I bought the Granta issue called "Krauts!" the journal has had a special place in my heart. I was studying German around the time of the Reunification, and found that the blend of articles by top authors Granta published as a "group portrait" perfectly captured the strange truth about German culture in search of itself. The outright audacity of the issue title "Krauts!" is in sync with the equally daring approach taken in Granta's 14-year control mailing, "Throw Away This Envelope" (see below right.) Inside, the editor's letter reveals that this explosive reverse psychology is actually a trick playing on (a)