Make Your Copy Active and Contemporary, Herschell Gordon Lewis Advises

* trousers (pants);

* tighten your tummy (get rid of that gut);

* we’ll even pay the shipping costs (we’ll pay the shipping costs); and

* (or) we’ll pay the shipping costs (free shipping).

But Lewis cautioned that many of these rules always should be subjected to the intricacies of your catalog or marketing piece, reminding attendees, “You’re the professional, you decide.”