A Word is Worth a Thousand Pictures

Catalogs are such wonderfully visual experiences that copy, a critical component, often is overlooked. But the truth is that copy can make a star out of a mediocre image, or it can make good merchandise sound boring.

Many catalogers spend thousands of dollars looking for just the right designer, the perfect photographer and an inspiring shoot location, but then fail to consider the importance of the written word.

Indeed, visuals today often are placed at a higher level than copy. Yet to truly affect customers and boost sales, catalog copy should work even harder than its accompanying visuals. In general, good catalog copy must:
- communicate a brand,
- present relevant merchandise within that brand,
- involve the customer with a rich visual experience and
- have a voice that speaks to the target audience.

When discerning your catalog’s brand and voice — that is, its tone — ask yourself some key questions. Is your catalog upscale? Is it adventurous, romantic or fun? Does it have a lifestyle focus?

These important questions must be answered before effective copy can be written. Following are some tips that can help you plan for success.

First, Some Basics

In your catalog, do you have strong headlines, subheads and powerful and descriptive first sentences? Sometimes the headline is all a customer will read before she decides to learn more or leave.

Take-away tip: Don’t be afraid to use long headlines, as they’ve been proven to sell more than shorter versions.

Once you get the reader to go beyond the headline, be sure the body copy includes more than product features — use product benefits to compel the reader to buy. What are the differences between features and benefits? Features provide critical product information, such as fabric content, size, ingredients and colors. Although not glamorous, this information is critical. Use feature copy that’s conversational and direct.

The real task, however, is to focus on features that move the customer to think about benefits to using the product, e.g., what the product does for her. For example, is the sweater machine-washable? Are the ingredients all-natural? Is the enameled sauté pot non-stick?

The features set the tone for the benefits. The sweater is easy to care for because it’s machine-washable; the natural ingredients in the moisturizer leave skin feeling supple; and the polypropylene handle makes the pot easier to hold.

When appropriate, use sentiments to emotionally involve your audience. For example, copy that states “because you care about your pet’s well-being ...” is a powerful way to address prospective customers and appeal to what’s important to them.

Aim to have your copy sound like advice from a family member or trusted friend. Testimonials or customer reviews are a wonderful way to increase sales, boost credibility and make your company more human and approachable.

Invite your customers into a setting or lifestyle that not only wraps them in an environment they want to be in, but also turns the romanced readers into buyers. Do this by speaking to their current experiences (demographics) or their desired experiences (psychographics).

And don’t forget to solve their problems, real or perceived. Once you do, you’ll have gained their loyalty.

Learn from the Masters

I recently spent hours looking through my catalog collection and found that most are doing the bare minimum to get their message across. Many catalogers apparently spend the bulk of their time and budget on design and photography, and then provide only product features in their copy (where are the benefits?). That said, however, a few catalogers do go the extra mile to surround the customer with beautiful, hard-working copy. Following are a few:

Patagonia

I probably don’t need to say much more than “Patagonia” to conjure in your mind images and feelings. This company knows about branding and knows its customers. It uses a perfect combination of breathtaking images, thrilling editorial and product copy that’s never an afterthought.

Patagonia is a case study in excellent headline themes:

Endurance: gear for heart-pumping sports

and follow-up descriptions:

Our endurance garments are lighter and simpler than their high-mountain counterparts, with fit and features finely tuned for heart-pumping performance.

This catalog also offers what I call perfect product copy. Here’s an example:

Integrals are ideal soft-shell pants for wind-whipped ski days, sunless snow-shoeing or box-canyon climbing.

Overall, this catalog’s copy is beautifully written and inviting, with just enough fun to make me want to climb mountains — or to just look like I do.

L’Occitane en Provence

This small catalog features delightful copy that completely supports the brand. Scattered throughout the book are beautiful stories about product ingredients, such as:

Gathered from honeybees deep in the heart of Velensole, Provence, and brought to you in luxurious formulas that are so good for your skin.

And check out this romantic description:

Harvest time — just before the flowers start to blossom

L’Occitane’s body copy is sensuous and invites the reader to indulge. It’s a delicious escape for the reader and an important reason for the company’s success.

Doctors Foster & Smith

The power of this wonderful catalog lies in its complete trustworthiness. How did they manage to gain such a high degree of customer trust? Besides having exceptional customer service and high-quality products, this cataloger uses copy to educate its customers. Twelve to 15 percent of the catalog’s space is dedicated to articles and tips. These veterinarians understand that when you educate a pet owner, you build a strong and long-lasting relationship.

This is a catalog that was born out of a desire to help pets and their owners, and all of the copy supports that objective. I’m partial to its Question & Answer sections. Often (but not always) these stories are leads to a spread showing products that apply to the issue covered in the editorial. Customers feel educated, entertained and supported.

(For more on Doctors Foster & Smith, see “Purveyors of Creature Comforts,” cover story, June 2003, Catalog Success.)

Harry and David

This catalog uses wonderfully descriptive copy to drive customers to buy delicious offerings. Here’s an example of everything that’s right with its copywriting:

Strawberry Cheesecake

We’ve added our sweet, sun-ripened filling to Harry’s original recipe. Rich and velvety, this exclusive dessert begins with Harry’s smooth, New York-style recipe, made with sweet cream cheese, and finished with lots of sun-ripened strawberries: an extravagant layer on the bottom and lavish swirls on top. Baked here in our bakery and rushed ready to serve and enjoy.

In short, Harry and David uses lavish product description and customer service in one delicious copy block.

Gooseberry Patch

The copy here is simple, heartwarming, inviting and beautifully targeted to the catalog’s customer base. With headlines such as:

Everyone is Going DIPPY for Popcorn Fondue

and copy that invites the reader to not only buy but to enjoy a unique lifestyle, this hardworking catalog knows how to use copy to capture the reader’s imagination and heart.

Sprinkled throughout the catalog are ideas, letters, cooking instructions, recipes and quotes that support the brand — all of which make you turn page after page in search of more delights.

Dell

While this company’s offerings are highly technical, its copy is approachable and easy to understand. Its use of bullets in the technical-specifications copyblock fosters readability and comprehension.

Other things Dell does well: Testimonials are scattered throughout the catalog and support the company’s expertise. Visuals explain specifications and point out customer benefits (e.g., “increasing screen size vastly increases actual viewing area”). The copywriters also incorporate easy-to-read comparison charts, and they even offer recycling tips for old computers and peripherals.

It’s no surprise that Dell leads in PC sales year after year and has a loyal customer base.

TravelSmith

TravelSmith catalog’s copy is so descriptive it really doesn’t need photographs. Cover the pictures and read the copy to see if it’s compelling enough on its own. I’m sure you’ll find it is.

Benefits are clearly stated without sacrificing the emotional appeal to the purchaser. Witness these classic headlines:

Our Wrinkle-Free Travel Wardrobe Looks Great Every Time You Unpack

Classic Travel Blazer: Defies Wrinkles and Pickpockets

I also love its use of icons to quickly inform readers about an item being machine-washable, guaranteed not to wrinkle or wrinkle-resistant.

Moreover, throughout the catalog are references to exotic destinations and interesting tips (e.g., where to find authentic majolica pottery).

Final Words

Some other points to remember:
- Don’t immediately decide to cut copy to show off your product shots (remember: copy sells).
- Use “you” instead of “we” whenever possible.
- Offer suggestions for your product’s use.
- Offer free samples, free tech support and quantity discounts — they all work.

Miriam O. Frawley is president of e-Diner Design & Marketing, a catalog advertising agency. She can be reached via e-mail at miriam@e-dinerdesign.com; through the company Web site at www.e-dinerdesign.com; or by calling (845) 928-6075.