Focus on "You"

Keep the copy "you" focused, rather than "we" focused. "It's OK to tell your story in your catalog, but craft it to show how that story benefits customers," says Lois Boyle. For example, if you excel at technical product support, don't state: "We're the experts!" Better to state: "Can't decide on which product is right for you? Call us. We can help!"

—Lois Boyle, partner and chief creative officer of J. Schmid & Assoc.