Day With A Pro - Catalog Copywriter (1,290 words)

Finding the Hook

"Look for one or two things about the product that really stand out," says Kotowski. "What's the angle, the hook? What's really cool? Why is it here in the first place?"

Getting the story behind the product is often a good way for a copywriter to promote a product.

When trying to determine the hook of a product, Kotowski spends a bit of time drilling the merchandiser. He asks: Why was it purchased? What did they like about it? How does it relate to other merchandise? Is it similar to other products, is it better? Less exciting? What did customers like about it? He then jots down descriptive words that come to mind.