Five Ways to Bring Your Catalog/Multichannel Business in Tune With 2008

3. Copywriting: Write for today’s audience.
I’m swiping a page from the book of copywriting guru Herschell Gordon Lewis here. If you’ve ever heard Herschell give a presentation at a conference, you know that it’s pretty easy to sum up his mantra very briefly: He’s all about staying in tune with today’s consumer.