Advance Praise for

On the Art of Writing Copy

A lot of direct marketing pros claim to know the secrets of successful copy. Herschell really does know the secrets – you can tell by his own entertaining yet authoritative writing style – and he's generous enough to share those secrets with the rest of us.

Sherry Chiger
Editorial Director
Catalog Age

Only Herschell Gordon Lewis gives clear insight into the marvelous potential of force communication.

His use of creative dialogue provides unlimited opportunities for all types of advertises to say it better and make selling more compelling in today’s changing world.

So if it’s the Internet, print, radio, TV or direct mail advertising, copywriters can turn to H.G. Lewis, the Master Wordsmith.

His writing is humorous, the illustrations are revealing, and his recommendations are relevant and precise.

The chapter that gives “thirty golden nuggets to help write dynamic copy” is a “page turner.” You’ll read it over and over again.

It’s a must-read for those in the communications business.

Robert Dunhill
President
Dunhill International List Company, Inc.

Nobody in the entire history of advertising – direct response or other – has marshaled the English language and sent it out to sell better than Herschell Gordon Lewis. A practitioner is nuts not to acquire this classic--and memorize it!

Denny Hatch
Founder, WHO’S MAILING WHAT
Author of Method Marketing and Million Dollar Mailing

Don’t even think about putting pen to paper until you have read Herschell Gordon Lewis’s On the Art of Writing Copy. Totally updated, this third edition will improved the writing skills of even the most experienced writer.

Katie Muldoon
President
Muldoon & Baier, Inc.

With many books and presentations, once you get beyond the window dressing you find that you’ve heard it all before. Not so with Herschell. Whether he is sharing his skills in the classroom, via articles he writes for the trade press, or in one of his many outstanding books, you know you’re in the company of an absolute original. This, Herschell’s latest work, has to be his best yet and that, as his many “fans” will tell you, is no mean feat.

Jane Revell-Higgins,
Publisher Catalogue & e-Business Journal &
Organizer of the ECMOD Catalogue Conference,
Exhibition & Awards

Herschell Gordon Lewis is probably the greatest living practitioner of direct marketing, and he's also one of the field's best innovators. Not only does he have an extraordinary track record for producing copy that delivers results, he continues to epitomize the cutting-edge of what works, year after-year. Those who need to understand the latest and best practices in copywriting, can't afford to ignore the completely updated edition of Herschell Gordon Lewis On the Art of Writing Copy.

I've seen first-hand what copy written by Herschell Gordon Lewis can do for the bottom line. Even after decades of setting the pace, he still knows how to deliver results. On the Art of Writing Copy shows virtually any good writer how to emulate "the master." Whether it's traditional magazine advertising, direct mail or web site copy, you can't find a better source helpful rules of thumb and useful examples.

I'm not only a heavy consumer of direct marketing copywriting, but I also read hundreds of business books every year as part of my job. On the Art of Writing Copy represents the latest and best "how to" thinking from one of the greatest practitioners and innovator in direct markets. But more important for the marketing executive, it puts the latest trends in media and copy into a broader business and marketing context. Therefore, it's a real asset to every marketer, whether you actually write copy or not.

Fred Rogers
President
Audiotech

 

At last – a new edition of Herschell Gordon Lewis's classic on direct response copywriting. And it was worth the wait, for Herschell hasn't merely put a fresh gloss on old material – he has authored several new chapters that explain how to write for both offline and online media. This is a book for writers, written by one of the greatest advertising copywriters of all time.

Ray Schultz
Editor
Direct

Writing great advertising copy is a learned craft. No one teaches it better than Herschell Lewis. Make every word count, state the benefit, get action....This book shows you how.

Fred Simon
Owner
Omaha Steaks

 

Whenever industry experts list the Master Copywriters of the past 50 years, Herschell Gordon Lewis's name is among those at the very top of the list. This book is his magnum opus. It not only tells you how to write better copy; it gives you all the rules and tools for writing more forcefully and persuasively in all situations.

H. Robert Wientzen
President and CEO
The Direct Marketing Association