Quick and Easy Tips for Effective Business-to-Business Copywriting
Generating a buying impulse in today's tough market demands more than a statement of competitive superiority.
So a key question, not only for market dominance but possibly for survival, is: "Can effective b-to-b communication overcome the problems of tough times?"
The answer, says Herschell Gordon Lewis, is yes.
The "yes" is conditional, dependent on the marketer's combination of basic psychology and communication skills. And many of the rules not only are simple, but they're obvious, once explained.
For example, why should you avoid the word "available" in your copy? The answer is here for you in this unique Listrak Webinar on Demand.
How do you prevent a dynamic presentation from becoming a lecture? The answer is here for you in this unique Listrak Webinar on Demand.
What trends have surfaced that didn't exist in the twentieth century? The answer is here for you in this unique Listrak Webinar on Demand.
And a tip that can save money and make money: How should you word email copy to produce an immediate response? The answer is here for you in this unique Listrak Webinar on Demand.
Conclusion: An hour well-spent can result in months and years of results you otherwise might not have had.
About Herschell Gordon Lewis
Herschell Gordon Lewis is former chairman of Communicomp, a full-service direct marketing agency absorbed into Interpublic. He now heads Lewis Enterprises, through which he writes and consults individually for clients in the U.S. and a number of other countries. He is arguably the best-known direct response writer and consultant in the United States.
Mr. Lewis's background includes more than 20 years as adjunct lecturer to graduate classes in Mass Communications, Roosevelt University, Chicago. His thirtieth book is Hot Appeals or Burnt Offerings, an exploration of effective fund raising methods. His thirty-first is Creative Rules for the 21st Century.
Mr. Lewis's other recent books include the wry Asinine Advertising and Marketing Mayhem, published by Racom Books (Racom also is the publisher of a new edition of Open Me Now and the third edition of On the Art of Writing Copy); and Effective E-Mail Marketing, published by the American Management Association.
Among his previous books are Copywriting Secrets and Tactics (Dartnell); Direct Marketing Strategies and Tactics (Dartnell); Big Profits from Small Budget Advertising (Dartnell); Direct Mail Copy That Sells (Prentice-Hall); More Than You Ever Wanted to Know About Mail Order Advertising (Prentice-Hall); How to Make Your Advertising Twice as Effective at Half the Cost (Bonus Books); Sales Letters That Sizzle (National Textbook Company); Silver Linings Selling to the Expanding Mature Market (Bonus Books); The Businessman's Guide to Advertising and Sales Promotion (McGraw-Hill); How to Write Powerful Fund Raising Letters (Pluribus Press); How to Write Powerful Catalog Copy (Bonus Books); and How to Handle Your Own Public Relations (Nelson-Hall). He is the co-author of Symbol of America: Norman Rockwell. With his wife Margo he authored Everybody's Guide to Plate Collecting.
Other books are The Complete Advertising and Marketing Handbook (Bonus Books); Selling on the Net, co-authored with Robert Lewis, published by National Textbook Company; The World's Greatest Direct Mail Sales Letters (National Textbook Company), co-edited with Carol Nelson; Cybertalk That Sells, co-authored with Jamie Murphy (NTC); The Advertising Age Handbook of Advertising, co-authored with Carol Nelson (NTC Contemporary Books);and Catalog Copy That Sizzles (NTC). Together with Ian Kennedy and Jerry Reitman, Mr. Lewis is producer of the video, "100 of the Greatest Direct Response Television Commercials."
For 200 consecutive issues Mr. Lewis wrote the monthly feature "Creative Strategies" for Direct Marketing Magazine. He currently writes "Curmudgeon-at-Large" for Direct, "Burnt Offerings" for The NonProfit Times, "Solutions at Work" for The Greentree Gazette, and is the copy columnist for Multichannel Merchant (formerly Catalog Age). He also writes "Copy Class" for the UK publication Direct Marketing International, and catalog critiques for the UK publication Catalogue & eBusiness.
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 countries such 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, and has been named to the Direct Marketing Association Hall of Fame.
Mr. Lewis is a resident of Pompano Beach, Florida. He is a tennis player and scuba diver.
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