Copywriting for the 21st Century

4. Create Extra Value
Include quality, extra-value content that reflects the products you sell and the lifestyle of the reader. Recipes, historic information, brain teasers, how-to guides, Q-and-As, gift ideas, party ideas, tips. You get the picture.

This may seem like a challenge because it “steals” valuable selling space. But I have yet to produce a catalog where our quality, extra-value copy didn’t add to the bottom line. If nicely written, with focus and a strong reason for being, adding value is the touch of “salesman” needed to move a customer’s mind from consideration to purchase.