Ponderous writing is lazy writing. Instead of digging beneath the true meaning of words, it’s easier to combine abstract language with industry terminology. Herschell Gordon Lewis warns against developing this syndrome in his own inimitable way.
Enjoy these timeless tips selected from the republished works of late copywriting great (and horror movie innovator) Herschell Gordon Lewis. If you enjoy these excerpts, don’t forget to download the free eBook!
Herschell Gordon Lewis lays waste to so-called experts who use obfuscation to peddle the obvious. A useful reminder to marketers and PR professionals who may fall into the trap of putting the business need before the publication’s (and by extension, the reader’s).
It’s easy for marketers to lose sight of what really matters. Creative minds shoot off in all directions, while the plethora of platforms can distract as well as solve. The timeless wisdom of the late Herschell Gordon Lewis ensures you focus your energy where it matters most.
Rosser Reeves was an advertising titan from a dim and distant past. The late great Herschell Gordon Lewis reveals the timeless lesson all direct marketers should learn from him. (Note: this article is an excerpt from our eBook featuring a collection of Herschell’s works.)
Delve into the works of the late great Herschell Gordon Lewis, AKA ‘The King of Killer Copy’ and discover how to create copy that sells even during the most challenging times.
But the international direct marketing community knew him better as the King of Killer Copy.
Herschell Gordon Lewis was a professor of English who made words his weapon of choice and taught marketers how to use them skilfully by ‘poking ’em directly so they wouldn’t forget ’em.’
Herschell published over thirty copywriting books including Hot Appeals or Burnt Offerings, Sales Letters That Sizzle, and Open Me Now.
For many years he wrote a monthly column called Copy Class for Direct Marketing International magazine (now the Global Marketing Alliance).
Killer Copy in a Crisis is an exclusive collection of Herschell’s articles published from 2008 – 2010.
Twelve years ago, Herschell was writing about the importance of innovative marketing in a financial crisis. Not this one, the last one.
The Foreword is written by one of the UK’s most well-known marketing experts, Drayton Bird.
David Ogilvy said of him “Drayton Bird knows more about direct marketing than anyone in the world”.
When asked if he’d like to contribute, Drayton kindly agreed by saying: ‘Herschell was a one-man oasis of wit in a desert of bores’
Killer Copy in a Crisis is must-read for anyone with the word marketing in their job title.