Catalog Copy: Three Tips to Create Copy That Sells

1. Use the benefit/benefit/benefit principle to write effective catalog copy. First, make a statement of superiority over others. (Example: “Here at last is a silent dishwasher.”) Then, relate that statement of superiority to the reader. (Example: “Kitchen noise and clatter are gone forever.”) Finally, tell the reader how this superiority improves her life or business. (Example: “For the first time, you can have a civil kitchen conversation or play soft music and actually hear it.”)