About the author of

Hot Appeals or Burnt Offerings

Herschell Gorden Lewis is one of the leading copywriters of the past half-century and perhaps the best-known direct response copywriter and consultant in the U.S.  He is the author of thirty books. He  most recent books are the wry Asinine Advertising  and Marketing Mayhem, published by Racom Books and Open Me Now  and On the Art of Writing Copy (also published by Racom); and Effective E-Mail Marketing, published by the American Management Association. Other recent titles include The Advertising Handbook of Advertising, Selling on the Net, and Sales Letters That Sizzle.

Mr. Lewis also writes for many trade publications, including Direct, Selling, 1 to 1, Direct Marketing News, and is the copy columnist for Multichannnel Merchant. For 200 consecutive issues he wrote the monthly feature “Creative Strategies” for Direct Marketing Magazine. He also writes “Copy Class” for the UK publication Direct Marketing International, and catalog critiques for the UK publication Catalogue & eBusiness.

Lewis is a much-sought-after speaker and ahs addressed advertising and marketing audiences around the world. For years Mr. Lewis conducted the copy workshop at the International Direct Marketing Symposium, Montreux, Switzerland, and he has appeared frequently at the Pan-Pacific Symposium in Sydney, Australia. He also has addressed national Direct Marketing Associations in such countries as England, France, the U.K., Spain, New Zealand, Norway, Denmark, Sweden, Switzerland, Brazil, Singapore, and South Africa and has been engaged to present copywriting seminars in many countries, including Austria, Mexico, Holland, Belgium, Germany, Hong Kong, Indonesia, and Dubai. He is frequently called on to speak at meetings of the Direct Marketing Association in the United States.

            In 2003 he was inducted into the Direct Marketing Hall of Fame.