Copywriting for the 21st Century

During a recent conference, I spent many an hour critiquing catalogs for managers hungry for ways to make their catalogs work smarter. I noticed one prevalent flaw: Most of the catalogs were written and designed for a customer who disappeared 10 years ago.

As surely as our world is changing, so is the public, particularly catalog prospects and customers. Today’s customers are:
• overloaded with information;
• time-impoverished;
• overstimulated by world events; and
• feeling a financial pinch.