This handbook on international development policy and management covers a broad spectrum of contemporary topics across all the major areas of interest. With over 40 chapters, the book comprehensively explores the many themes and issues of significance for both policy and implementation, and provides easily accessible reference material on current practice and research. The 42 contributors come from a diverse range of backgrounds, and enjoy international reputations in their chosen fields.
The ultimate source of words, phrases, banners, and buzzwords for selling your products, services, and Ideas through the New Digital and Interactive Media.
Every year, half a billion pieces of worthwhile direct mail are tossed into the wastebasket because whoever designed their envelopes didn't know how to convince the recipient to Open Me Now! Herschell Gordon Lewis, perhaps the best-known and most respected commerical copywriter now practicing, has polished a gem of a book. Here for the first time ever, are absolute rules for direct mail envelope copy. Here are the secrets of envelope treatment psychology. Here are the ways to make sure your envelope catches the recipient's eye.
This is a deep-into-twenty-first century book, giving guidance to weathering the deep-into-twenty-first century not-for-profit climate. So yours is a 501(c)(3) and theirs isn't? Do your best donors and potential donors regard that facet as attention-getting and relevant? Probably nott. Technical details don't provide much persuasive power in this new world. For those many newcomers to our ranks who believe the medium (especially email) is the message, this book could be their salvation their map out of the factoid wilderness. For the rest of us, this book will remind us not only to recognize that we're competing (for many, an unwelcome intrusion), but also to see the many options available to us, some classic and some new, and give guidance to successfully using all of them. It's a new world and with it a radically difference fundraising ambience from that of the kinder, gentler 1980s and 1990s. That world was certainly competitive; but the competition didn't include the World Wide Web and a welter of other forces some positive, others sinister competing for and weighing down on your loyal patrons. In this world of instant worldwide communication, the local library competes with the local symphony orchestra … which competes with the local hospital, which competes with national hospitals … which in turn compete with.... There also is the greater ability to target actual donors and potential donors. Add to this is another reality that hasn't changed: Donors have a finite amount of money—approximately the same amount as in the pre-Internet, pre-World Wide Web days-- to contribute to all causes. Two words are operative here. First is Attention, because our best potential donors are the ones whose attention is most in play. They're the ones whose e-mail boxes are the most crowded. They're the ones most likely to be jaded by constant ""We need help"" messages from every competitor, whether library, orchestra, college, hospital, or major cause. And theirs is the atten
Arguably the best known and most respected advertising copywriter of our time, Herschell Gordon Lewis presents his hard-boiled knowledge of which words sell and which words don't. He combines that knowledge with the unique ability to formulate logical rules enabling anyone to write effective advertising and promotional copy. The rules he presents in On the Art of Writing Copy are so logical, so clear, and so easy to follow you'll wonder why no one has compiled them before. Starting with The Four Great Laws (the key to copywriter survival during this "Age of Skepticism"), the author then presents The Umbrella Rule (the three ingredients that guarantee copy success). He goes on to explain and demonstrate dozens and dozens of specific rules anyone can follow to improve copy professionalism.
Offers advice on developing a mail order campaign, writing advertising copy, obtaining mailing lists, testing products, using an 800 number and complying with federal guidelines
One of the world's leading authorities on writing copy that sells more product lays out solid principles for making catalog copy pull -- and then loads page after page with examples showing how to do it (and not do it). Includes handy "rules-of-thumb" guidelines and checklists you can use to guarantee success at every stage of the process.
What to write, how to write and how to tailor your message to specific, targeted readers. Filled with examples, each letter is followed by Herschell Gordon Lewis' hard-hitting commentary discussing its strong and weak points. With this book, you'll simply never write a weak, ineffective fund-raising letter again.
Describes the incompetents and charlatans of advertising and how they are costing us - all of us, consumers and business people alike - money. This book provides guidance for the reader who wants to avoid the costly mistakes of other marketers and to spot the phony offers and dishonest operators. This book describes the incompetents and charlatans of advertising and how they are costing us - all of us, consumers and business people alike - money. Poorly conceived or misleading, or downright dishonest offers increase buyer scepticism, which decreases response. This, in turn, means lower profitability, which translates into higher costs for marketers and buyers. Lewis does more than pillory his adversaries, he provides guidance for the reader who wants to avoid the costly mistakes of other marketers and to spot the phony offers and dishonest operators.
Here is incisive commentary and more than 100 fully illustrated examples revealing the "real" tricks of the direct mail writing trade. You'll find examples of direct mail letters for every conceivable product type, from siding and steaks to multi-million dollar computers. You'll also find letters that sell collectibles, books and subscriptions, financial services and investments, memberships, business products and services, personal services, and insurance. Some of these letters are hot off the computer, others have been successful for nearly half a century -- but they all have the ability to provoke, excite, or convince the recipient to order, contribute, or generate a response.
For a brief time at the start of the 20th century, Florida was poised to be the film making Mecca of North America. Jacksonville had suffered a devastating fire and the rebuilt community enjoyed a wealth of architectural styles that allowed films set in exotic locations such as Egypt, Italy or Polynesia - all for the cost of shipping the cast and equipment on the train from wintery New York. But racial tensions, religious concerns and epidemics drove the blossoming film industry into the open arms of Hollywood, California. Florida became the second unit place you filmed if you needed jungles for Tarzan or a more accessible stand-in for an Amazonian Black Lagoon. In the 1960s and into the 1970s, if you made films designed for general release, you filmed in Hollywood. If you made grindhouse films, nudie cuties, exploitation extravaganzas or straight to drive-in obscurities, you filmed in Florida. Films shot in Florida range from Blood Feast, the landmark film by Herschell Gordon Lewis that paved the visceral way for Friday the 13th and Texas Chainsaw Massacre, to the less influential but memorable (for all the wrong reasons) Blood Freak with its pro-Christian, anti-drug message starring a mutant turkey vampire motorcyclist. Switching from film to print, the Floridian horror story reflects an intrinsic Floridian compulsion to bulldoze the past beneath a new shiny future. But beneath that overpriced faade of new construction is the Florida of old, the one the mouse-bound tourists conveniently overlook, a hellish landscape of swamps that range from brackish to ftid, flora and fauna that range from deadly to carnivorous and locals that range from surly to anthropophagous. So be careful about which star you wish upon, and phrase that wish very carefully. You never know if a were-turkey biker, a giant leech or a mutant gator will answer it. "Tourists think of Florida as beaches, sun and fun. Few know that blood, guts and monsters prospered during the Grindhouse days of Florida film making. Shadows Over Florida vividly captures the history of these films and credits a lot of my crazy friends that gave birth to independent film making. After making over a dozen films in Florida since the late 1950's, I thought I knew film history. After reading Dave and Scott's book, I feel like a novice. I highly recommend Shadows Over Florida." -- William Grefe, Writer/Director/Producer "A Florida gardener, his finger pricked by an aggressive hedge, once told me, "down here, dammit, everything bites!" Here's proof that he was right. He might also have added, everything spooks...and lingers." --Jack Ketchum, author of The Girl Next Door and Off Season "Whether you read it from beginning to end or skip around through the fascinating entries, Shadows Over Florida is a wildly entertaining look at horror in the most insane state in the union! Even if you're scared to visit Florida itself, this book is highly recommended!" -- Jeff Strand, author of Pressure and Benjamin's Parasite
The ultimate source of words, phrases, banners, and buzzwords for selling your products, services, and Ideas through the New Digital and Interactive Media.
This handbook on international development policy and management covers a broad spectrum of contemporary topics across all the major areas of interest. With over 40 chapters, the book comprehensively explores the many themes and issues of significance for both policy and implementation, and provides easily accessible reference material on current practice and research. The 42 contributors come from a diverse range of backgrounds, and enjoy international reputations in their chosen fields.
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