5 Quick Tips for Writing Powerful Catalog Copy

Writing catalog copy can be very lucrative. But to boost the pulling power of your copy, you need to follow all the basic principles of writing strong sales copy – only "in miniature." Here are some tips to help you do it:

  1. Use colorful, "visual" language.

    Paint a word picture in the prospect's mind of how the product in the illustration will improve her life. "When friends see you cooking with your 3-quart, enamel-clad, satin-finish, 602 stainless steel saucepan, they'll immediately recognize your commitment to fine cooking – and to elegant living."

  2. Write precise, specific descriptions.

    Instead of saying that the watch in the accompanying photo is "Waterproof to 50 meters," say "This rugged diver's timepiece – developed by U.S. Navy Seals – withstands hydrostatic pressure when you're diving as deep as 50 meters."

  3. Write sales-oriented captions.

    State a benefit, promise to solve a problem, or work on the prospect's emotions and psychological motivators. "Tell friends, associates, and acquaintances that you KNOW fine wine. Serve them Chateau Barnacle."

  4. Make it easy to order.

    At the bottom of each catalog page, for instance, you could say: "Turn to our handy, easy order form on page 26. Or, for faster service, call 1-888-555-0011." Then make sure the form is easy to fill out.

  5. As with all sales copy, stress the benefits.

    What the product does for the prospect is more important than how it works, how it was made, or how well it has sold.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

Click to Rate:
Average: 3.0
Published: July 5, 2004

Guest, Add a Comment
Please Note: Your comments will be seen by all visitors.

You are commenting as a guest. If you’re an AWAI Member, Login to myAWAI for easier commenting, email alerts, and more!

(If you don’t yet have an AWAI Member account, you can create one for free.)

This name will appear next to your comment.

Your email is required but will not be displayed.

Text only. Your comment may be trimmed if it exceeds 500 characters.

Type the Shadowed Word
Too hard to read? See a new image | Listen to the letters

Hint: The letters above appear as shadows and spell a real word. If you have trouble reading it, you can use the links to view a new image or listen to the letters being spoken.

(*all fields required)