Live From NEMOA: Choose Your Words Carefully

Posted on March 24, 2006 by Chief Marketer Staff

Do you put your pants on one leg at a time? Or do you wear trousers?

Sure, on the surface the two words may mean the same thing. But to a reader, one is decidedly more upscale, regardless of how you wear them.

Thursday at the New England Mail Order Association’s spring conference, copy guru and Direct magazine columnist Herschell Gordon Lewis encouraged attendees to think carefully about their copy choices.

“You are in command of the reaction to your words,” he said.

When deciding whether to pledge a “lifetime guarantee” or guarantee your product for 20 years, go with the two decade offer, said Lewis, noting that more specific offers usually work best.

And don’t say “if you order now

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