Channel Surfing

While some argue the average consumer's attention span doesn't allow for abundant amounts of copy in a catalog or on a Web site, this largely depends on the nature of your business. In Duncraft's case, customers are seeking specific information, and are willing to read a little more to get it. "My customers are creating a beautiful backyard habitat, and they need to know about particular fountains and so on," Dunn explains. "They're not buying on impulse; they're buying because they're creating something. They're willing to read the copy explaining how to implement these items."