Foodservice equipment supplier Edward Don & Co. employs a targeted marketing strategy that helps it deliver the right message to the right person at the right time.

By Alicia Orr Suman

Appealing Copy

To speak to its customers, Edward Don’s catalogs use a combination of consumer-style and straight business approaches to copy. “I use a conversational style to try to get the reader interested. That’s more like a consumer catalog,” Powell notes. “I always try to also present financial, efficiency or safety benefits to the customer’s business.”