Merchandise Spotlight: Books
If you want to see what the old Marboro format looked like, pick up one of Edward R. Hamilton’s tacky, tabloid, black-and-white catalogs on newsprint. This is classic “cut-and-copy”—a postage-stamp-sized illustration of the book with the title in boldfaced Helvetica and five or six lines of copy in plain Helvetica. The tone of the copy could be the same for cell phones, cars or credit cards. For example:
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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