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Making That First Impression Count. . . and Sell
Still need convincing that the old saying "You don't get a second
chance to make a first impression" is still true? The evidence is as
near as your mailbox. Every year, more than half a billion pieces of
perfectly good direct mail pieces are tossed into the wastebasket
without ever getting opened.
Why? Because whoever designed their envelopes didn't know how to get
them to say "Open Me Now!"
And there's no reason for that waste of good marketing to continue.
Herschell Gordon Lewis, the greatest copywriter of our time, spells
out all the rules and discloses all the secrets you will ever need to
make sure that envelope catches the recipient’s eye, including:
* Speed formats
* Rubber stamp effects
* The power of the provocative return address
* When less is more . . . and when it's just less
If you use direct mail to sell your products or services, you can't
afford to not read this book to make that first impression really
count.
Herschell Gordon Lewis is one of the leading copywriters of the
past half-century. He is author of 28 books, including On the Art of
Writing Copy, Marketing Mayhem, Asinine Advertising, The Advertising
Age Handbook of Advertising, Selling on the Net, and Sales Letters
That Sizzle.
Mr. Lewis has written for many trade publications, including Direct,
Direct Marketing Magazine, Selling, 1 to 1, Direct Marketing News, and
is the copy columnist for Catalog Age. He also has addressed
advertising and marketing audiences around the world. In 2003 he was
inducted into the Direct Marketing Hall of Fame.
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