Divide & ConquerFocus on B-to-B Creative
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Product information is the key ingredient to all of the copy — and as such, the amount of copy differs depending on the type of product described. Baiden explains, "Some have relatively little copy since it's easy to make a decision about tongs or spoons. But decisions about many equipment items require huge amounts of information. Our sales professionals play a vital role there. Our catalogs often provide enough information for an order, but we wouldn't expect a customer to order a walk-in refrigerator based on the information in the catalog. These are extremely complex decisions [for customers]," Baiden says.
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