Catalog Doctor: A Pep Up Prescription

2. Have you “webized” your copy?
The Web is training consumers to expect insta-inform, insta-comprehend messages. Your copy’s length doesn’t have to be shorter, but it does have to be a quicker read.

Examine each headline, subhead and first line of body copy. If that’s all your users read, what message will they get? Is it intriguing? Engaging? Is it clear what’s for sale? Is the main benefit there?