Catalog Doctor: Sell More With Catalog Copy That’s Kind to Customers
Life’s hard, don’t let your catalog make it harder
PATIENT: The copy in my catalog has always been good. But the young people on my staff say it needs to be way shorter — that no one reads anymore. My older staff says I need to keep copy long so customers get all the information they need to buy. I want to keep up with the times, but I don’t want sales to go down. Who’s right?
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