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Herschell Gorden Lewis, Direct Mail Legend, Dies

Herschel Gorden Lewis, a direct mail copywriting legend who also was a noted filmaker, has passed away.

“Mr. Lewis was also well-known in the field of direct marketing, where he published more than thirty books and hundreds of articles on writing persuasive copy, or, as he preferred to call it, “force communication.” His signature was his insistence on testing – on relying on data rather than personal opinion to decide what works and what doesn’t … (click to read more)