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.

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Published: July 5, 2004

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