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Tag Archives: Sears

Reflections on Black Friday weekend 2017

Black Friday was the catalyst that turned me from a wise-ass cub copywriter, marking time till I sold a screenplay, into someone serious about their profession. Not a few years ago, I got a job as direct mail ad manager at the Broadway, a defunct chain of department stores in Southern California. One of my […]

Online retail’s Obamacare moment

UPS experienced a surge of last minute Christmas orders and there weren’t enough planes to carry the packages, so many presents weren’t delivered till after the holiday. In some ways this is a good thing: consumer confidence suggests a strengthening economy and prosperous times ahead. But many of those orders had been placed with the […]

Welcome back, Lands End copywriter!

Got to love an all-copy cover! In my copywriting class I use the Lands End catalog as an example of great catalog copywriting. They are unexcelled at building on details about a fabric or a tailoring process until it becomes irresistible. The story may be about a buyer’s obsessive desire to solve a fitting problem, […]

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