Catalog Doctor: Vitamin Maybe

Example: There are lots of backpack-style purses nowadays. Clothing cataloger Norm Thompson carries one. Its copy could’ve described it as such, “Backpack can also be worn as a shoulder bag.” Instead their copywriter communicated its greatness:

As a shoulder bag, it stays quietly by your side, slouchy and chic in the richest, softest Napa leather. But a simple tug of the straps easily changes it to a backpack — comfortably out of the way and secured by a full-zip closure.