Mel Henson, founder of Words That Sell, learned the craft of "Salesmanship in Print" at leading direct marketing agency 'Ogilvy & Mather Direct' nearly 20 years ago, and has also been a published features writer.   Previously she was an account director at top London ad agencies, on clients including Immac, Birds-Eye Wall's and Melitta Coffee.  

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DONALD RUSSELL For the last ten years Mel has written catalogues for Donald Russell  which have helped it become Britain;s leading gourmet food mail order company.Its mailings regularly get staggeringly high responses.

See more at www.donaldrussell.com

DEBENHAMS This 6-page leaflet for Debenhams helped increase store traffic when it was mailed to store card holders.

MUDDY PUDDLES This catalogue won a coveted ECMOD award for Muddy Puddles. It helped the company grow by 50% in 2006-7.  Response and average order value were both up significantly.

See more at www.muddypuddles.com

DAVY'S....These two vouchers were part of a Christmas promotion to encourage repeat traffic and acquire names for the database.  Mel Henson wrote the copy based around the theme of  "Eat, Drink and Be Merry".

ERIC HILL  - A page from the new catalogue launched in September 2007.  Sales in the first month after the relaunch achieved double the target, much to the delight of the new owner. 

TURTLE MATS "It's phenomenal", said the client when this was mailed for Turtle Mats. ++++++++ Sales were THREE TIMES higher than the previous year, and average order value was up by  50 per cent.

See more at www.turtlemat.co.uk

'NO BUMPS-A-DAISY AFTER A WOOPSIE' is one of my favourite headlines.  It was written for the launch of a new type of changing mat to draw attention to the key benefit - preventing the baby from falling.  The Rabbitts Mat has become the no 1 in the brand new category of safety changing mats.

Words That Sell:   Most of these catalogues were mailed with a covering letter, which also helped to boost response - do ask if you would like to see examples of sales letters.