Killer Copy in a Crisis Words of wisdom from Herschell Gordon Lewis Foreword by Drayton Bird Brought to you by Introduction The King of Killer Copy He was known around the world as the Herschell was a professor of English who “Godfather of Gore”. made words his weapon of choice and taught marketers how to use them skilfully Herschell Gordon Lewis was one of the by ‘poking ’em directly so they wouldn’t most extraordinary figures in the history forget ’em.’ of popular American moviemaking. A wizard of words and wisdom, Herschell He created his cult reputation producing published over thirty copywriting books and directing films such as Blood Feast, including Hot Appeals or Burnt Offerings The Gore Gore Girls and A Taste of Blood (possibly inspired by his masterpiece back in the '60s. Blood Feast?), Sales Letters That Sizzle, Herschell introduced the world to a new and Open Me Now. genre of unprecedented blood-thirsty I got to know Herschell back in 2007. For ‘splatter’ movies which without doubt many years he wrote a monthly column inspired and influenced the likes of Robert called Copy Class for my magazine, Direct Rodriguez and Quentin Tarantino. Marketing International. Over 50 years ago, Herschell understood In 2008 he met me from Fort Lauderdale how to fill cinemas with horror airport in his green, open-top Jaguar and enthusiasts by having his films banned. drove me to a film studio. We were there He introduced the power of provocative to film a subscription promo for DMI marketing to his work, decades before the magazine which Herschell wrote and advertising industry would begin using starred in. similar techniques. I watched the master at work as he His business plan was unique and very showed people 30 years his junior, effective. Release films that guaranteed different camera angles and microphone lots of blood, lots of screaming, lots of placement. He then jumped in front of nudity – and lots of money. the camera to deliver his lines. But the international direct marketing A snippet of the promo can be found later community knew him better as the King in this book. The gun was Herschell’s idea… of Killer Copy. Page 1 “Don't get diarrhoea of the fingertips’ with overzealous sales copy.” Herschell Gordon Lewis Following that rather surreal day, we met for dinner once a year at the US Direct Marketing Association conference. Strolling through the trade show with him was an experience I won't forget. It was clear I was in the presence of a celebrity. I felt the vibe of the red carpet as exhibitors and visitors shouted greetings, smiled and waved, even saluted him. I was walking with royalty; the copywriter king. The following pages are a collection of Herschell's articles published from 2008 - 2010. After reading them again for the first time in many years, I realised how much his advice would still resonate with marketers Matt Edgar in 2020. gravity to anyone with the word marketing Twelve years ago, Herschell was writing in their job title. about the importance of innovative marketing in a financial crisis. Not this It also brings back fond memories of time one, the last one. spent with such an interesting character. Herschell was always great company and He charmed us with his views on the early enormously good fun. days of the social media charge and warned against ‘diarrhoea of the Matt Edgar fingertips’ with overzealous sales copy. Publisher I'm biased of course, but it's an Global Marketing Alliance entertaining read, offering insight and September 2020 Page 2 Foreword Your chance to meet a most remarkable, funny and perceptive man When you read these columns you will meet a delightful, witty and wise companion. For Herschell really knew what he was talking about, and did so with pith and wit. But let me tell you about the man I met. Ordinary people do not have extraordinary ideas. Nor do they achieve ordinary things. That’s because extraordinary people think and act differently to the rest of us. I first came across Herschell in a magazine called Direct Marketing over 40 years ago. Drayton Bird He wrote a monthly column. And yes, it was The Chartered Institute of Marketing extraordinary. named Drayton one of the 50 shapers of I recall he once ran a whole series of pieces modern marketing. During some 60 revealing 100 ways in which you could begin years he's worked in over 55 countries a piece of direct mail. with every brand from American Express to Volkswagen ... writing copy He and his wife went on safari in South for everything from Airbus to Peppa Pig. Africa with my wife and I, around the time draytonbird.com Nelson Mandela was released from prison. Page 3 They were delightful company. And he had many talents. He was a very shrewd businessmen – and he even wrote But how I wish I had known him better. the music for his films. For Herschell was not even remotely His best-known theme is “The South Gonna ordinary. Rise Ag’in” from Two Thousand Maniacs, Like another well-known and brilliant part of his infamous blood trilogy with Blood marketer, Gary Halbert, he spent a little Feast and Color Me Blood Red. time in jail. But why not meet him for yourself? And if you search his name on the internet Online you can find a splendid clip of him in you soon realise direct marketing was by no his eighties leading a crowd in a sing-along means his only talent. of that excellent composition. He was infinitely better known for his But perhaps the best way to show that his film making. thoughts in this book are more than worth His nickname was the "Godfather of Gore". your while is HERE He specialised in making extraordinarily Read the book - and swear off being ordinary. nasty, blood-splattered films, devoid of even the slightest tincture of good taste. Drayton Bird. September 2020 Page 4 Contents Where’s Rosser Reeves when we need him 06 I never said it would be easy 08 Why am I contacting you, of all people 10 A few more modest proposals 12 How are you keeping score? 14 What are they talking about? 16 Untangling the lion’s mane 18 Live long and prosper 20 Sliding into the ‘gimme’ era 22 Stock is schlock 24 Avoiding the circular file 26 A (not so) fond look at ‘magalogue’s’ 28 Clichés in both directions 30 A quick midsummer primer 32 You’re in the right place 34 Too many friends for intimacy 36 Revisiting the four great laws 38 Tweet, tweet. Are we happy? 40 The little foxes that spoil the vines 42 Is print still breathing? 44 Aww, ain’t that sad! 46 Is ‘social’ really sociable? 48 Page 5 Where’s Rosser Reeves when we need him March 2008 ost copywriters don’t know who MRosser Reeves was. Pity. That this fellow isn’t part of their historical base isn’t surprising. Rosser Reeves died a quarter of a century ago. That was before the major sophisticating factor, the world wide web, existed as a commercial medium. Reeves would be 100 years old next year, if he were still alive. So any influence he might have wielded would be obsolete. Right? Wrong! Using this technique, he fathered some timeless advertising campaigns, such Veterans of our ongoing war to force as M&M candy (‘Melt in your mouth, our fair market share of whatever we’re not in your hand’) and Pepsodent selling, not only remember Rosser toothpaste (‘You’ll wonder where the Reeves but – if we’re smart enough, yellow went’). astute enough, and savvy enough – apply a principle he codified. Eventually, the advertising world concluded that he was playing a one- Reeves headed Ted Bates, an string fiddle, and his approach fell into advertising agency (long since disfavour. absorbed into one of those multi- agency conglomerates). It’s time to resuscitate, especially in our vibrant world of direct response The seminal year for his claim to which has posted the bans for immortality was 1961, the year in formalising nuptials with the web. which he published a book titled, ‘Reality in Advertising’. What USP can offer us What separates USP from all those In that book, he explained a other ‘Here’s how to sell’ advisories philosophy of dynamic marketing he was and is a double-barrelled called USP – the unique selling philosophy. proposition. Page 6 “Powerful presentation of a unique selling proposition is where the top-level copywriter and the potential buyer get married” The first barrel, one that a majority of Regrettably, yes. advertising agencies resisted then and resist now, was an approach based on Three explanatory quotes the proposition that product claim is All of us who toil in the direct a more powerful sales weapon than response creative dungeons can brand image. benefit from Rosser Reeves’ explanations of what he meant by The second barrel refines the first: benefit. Find and exploit what most people, exposed to your message, will accept These are codified in three linked as a benefit unique to your product or statements that have survived for service. That concept eliminates the almost half a century. too common ‘fish for it’ approach The first statement: typified by laundry lists – ‘18 reasons why you should buy now’. “Unless a product becomes outmoded, a great campaign will not Powerful presentation of a unique wear itself out.” selling proposition is where the top- level copywriter and his/her lawful The second statement: prey, the unaware potential buyer, get “I'm not saying that charming, witty married.