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Flicks & Clicks: How to Create Websites and Catalogues That Sell More Paperback – March 22, 2011

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Editorial Reviews


An intelligent, no-nonsense and extremely readable guide to the logic of selling via catalogue and web. Flicks & Clicks is full of sound advice from someone who really knows what she's talking about. Paul Cunningham, Managing Director, Aspace Very comprehensive - everything you need to know about selling off the page, whether catalogue or web. Tim Curtis, Managing Director, Lands' End Europe I wish a book like this had been available when I started out in this industry. It would have saved me many costly mistakes and I might be retired by now. It will be a reference work for years. Nick Alderton, Managing Director, Peter Christian

About the Author

Mel specialises in strategy and copy for catalogues and websites, and heads up the multi-channel copywriting agency Words That Sell ( She has written for some of Britain's biggest names in home shopping, including Cotton Traders, David Nieper, Donald Russell, House of Bath and Turtle Mats. Several of her clients, including Aspace, Lyco, Muddy Puddles and Stocksigns, have won national 'Best Catalogue' awards. Mel also runs copywriting training courses for clients including Bradshaws Direct, Davy's Wine Bars, Kew Gardens and the University of Bedfordshire. Before turning to copywriting, Mel was an executive in leading London advertising agencies, helping to create TV, press and radio advertising for brands such as Immac (now Veet), Melitta Coffee, Cornetto and Carte D'Or Ice Cream. She also worked at Ogilvy & Mather Direct where she learned the principles of direct marketing. Mel is a popular speaker at industry events such as ECMOD and the Catalogue Exchange Summit and is on the judging panel for the ECMOD 360 European Catalogue and Website awards. She is also an official Ambassador for Women's Enterprise.

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Product Details

  • Paperback: 168 pages
  • Publisher: Ecademy Press (March 22, 2011)
  • Language: English
  • ISBN-10: 1907722041
  • ISBN-13: 978-1907722042
  • Product Dimensions: 7 x 0.4 x 10 inches
  • Shipping Weight: 13.8 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #2,613,104 in Books (See Top 100 in Books)

More About the Author

Mel Henson wrote her first piece of advertising copy at the age of ten when she helped her mother make labels for a second-hand school uniform sale. She landed her first job in advertising by pretending she could type (a skill she swiftly acquired to avoid being fired). After a career in top London advertising agencies helping to make TV and radio commercials for ice cream, hair remover and coffee (not all at once) she later switched to copywriting. As an avid shopper, she decided to specialise in home shopping and in 1996 founded 'Words That Sell', a specialist copywriting agency. She and her team of writers have written for some of the UK's top online retailers including Cotton Traders, House of Bath, Donald Russell, Aspace and Kew Gardens. She is also a popular speaker at industry events, a judge for the prestigious 'ECMOD' European catalogue and website awards and an official Ambassador for Women's Enterprise.

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By W. Terry Whalin on June 15, 2011
Format: Paperback
For many years, Mel Henson has worked in the direct marketing industry. She knows and understands the dynamics of how websites and catalogues are propelled into high volume and money-making success. In easy-to-understand chapters, she gives this information in FLICKS AND CLICKS.

Chapters like Anatomy of a website include great reminders for anyone--even someone like me who has many websites and has been online for years. In her introduction, Henson gives her purpose the book saying,"Through working with some very talented clients and colleagues over the years, I've learned many secrets of successful online and offline marketing. I'm delighted to share them with you here and I hope they help you gain more flicks of your catalogues, and more clicks on your websites and more profits for your bottom line." (Page xi)

I appreciate the basic lessons about copywriting that Henson includes such as when she writes about web content:"One thing that all web content has in common is that it must be very, very straightforward. That's because search engines simply don't understand clever headlines, puns and plays on words. Web copy has to be clear, not clever." (Page 99)

Each chapter includes an excellent summary so the reader can easily apply the key points to their own business. Whether you are looking to improve the copy on your own website or the response rate of your site, you will gain important insight in the pages of this title. As I read it, I used my yellow highlighter throughout and flagged a number of pages to take personal action. I highly recommend this excellent book.
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