Speak Personally …

Customers also appreciate being told where they can find a cover item or something new and interesting. Often this is the only reason why your customers will open your catalog, particularly if you have a steady product line that hasn’t wavered much over the years.

If your copywriter doesn’t care for your customers all that much, root that out, and either resolve it or choose a different writer for the job. This does happen. When we worked on an entertainment catalog some years ago, it was apparent the writers thought these enthusiasts were over-the-top, and they actually laughed at them behind their backs. This showed through in their copy, which was lifeless and showed no enthusiasm for a TV show/film series that was very meaningful to catalog recipients. How could they write to customers in a personal or meaningful way?