Catalog Doctor: Sell More With Catalog Copy That’s Kind to Customers
Life’s hard, don’t let your catalog make it harder
What’s not good?
• Features are buried;
• benefits are buried;
• long — 99 words!;
• it looks like there’s too much copy on the page; and
• it’s hard to scan and therefore won’t draw the interest of enough readers.
Rearrange Before You Rewrite
The “old-style” copy works well for folks who have time to sit and read at a leisurely pace, who can and want to concentrate their attention on your copy. But who has the time to concentrate anymore?
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