Poetry or doggerel?

Gordon, Herschell
May 2011
Multichannel Merchant (Penton Media, Inc.);May2011, Vol. 7 Issue 4, p17
Trade Publication
The article examines the effectiveness of catalog copies in eliciting customer response. The mix of gentle poetry and "get to the point" is discussed along with the automatic elimination of standard opener-goads. A copy for a perfume in an upscale catalog is presented together with a single proposal that differentiates faux-poetic copy and conventional dynamic copy. The delay in getting to the point which is a common denominator of poetic copy is assessed in terms of advantage or disadvantage.


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