Catalog Copy: Three Tips to Create Copy That Sells

2. Write a powerfully engaging president’s or owner’s letter. “Here’s an opportunity for you to create an invitation to explore the wonders in your catalog pages,? Lewis said. He recommended that the copy mention specific items featured in the catalog and on what pages they can be found. He also explained that using a “Dear Friend” salutation is obsolete; he suggested simply opening the letter with “Good morning.” And finally, he suggests using an easy-on-the-eyes font that?s reminiscent of typed-up letters, such as American Typewriter.