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9. Have you gone all out for action?
10. Don't be proud. Show what you have created to others. You are not a genius. Others may
not comprehend what is obvious to you. All the most professional creative people I know
accept criticisms and welcome comment. It all helps.
COPYWRITING TIPS FROM HERSCHELL GORDON LEWIS
When it comes to direct mail copywriting, some of the most helpful advice today is coming from
the prolific pen of Hersh Lewis. He writes magazine columns and books on the subject and is a
sought-after speaker at direct marketing meetings throughout the world. Much of his advice centers
around what he calls "Lewis's Laws of Mail Order Advertising" and his 12 copywriting
"rules."
Lewis' Laws of Mail Order Advertising
1. Effective advertising is that which reaches, at the lowest possible cost, the most people
who can and will buy what you have to sell.
2. In this Age of Skepticism, cleverness for the sake of cleverness may well be a liability, not
an asset.
3. E 2 equals 0. This simplest of equations means simply that when you emphasize every
thing, you emphasize nothing.
4. Tell the reader what to do. Subtlety doesn't work. You have to induce action from a single
exposure. Don't just describe. Get the order.
12 Rules for Copywriters
1. If you make a claim, prove it.
2. Don't lie.
3. Tie your claims to credible testimonials.
4. Don't clown. Don't make jokes. Don't have the reader say, "What a clever fellow that writer
is. By the way, what was he selling?"
5. Imply bulk or community acceptance.
6. Personalize.
7. Be positive and specific.
8. Cut down the puffery.
9. Don't assume your "in" terminology is familiar to the public.
10. Showing innocence or artlessness can prove your sincerity.
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