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

He continues, “Our Advisors and the big catalog generally use traditional, b-to-b, feature and benefit, bulleted copy. When presenting trendy tabletop products, our headlines can have a less-traditional style.”

Here’s an example: “Why does the food always taste better when the presentation rocks?”

However, Powell says when writing the Hot! New! Now! catalog, they use a fresh, witty style more often seen in consumer catalogs. The response from customers has been very favorable, especially with regard to headlines, such as: “A tisket, a tasket, sell more bread with this basket.” And a wide-rim plate features the headline: “Take a walk on the wide side.”