Catalog Doctor: Sell More With Catalog Copy That’s Kind to Customers

The headline is a good example:
Stainless Steel Burner Covers

This is an old-style, “name-the-product” headline that doesn’t mean much to folks not already familiar with burner covers or the reasons to own them. A better headline would help answer that reader’s first question, “Why would anyone want burner covers?” That answer is already there, but it’s currently buried inside the body copy: “Burner covers were the traditional solution to protect your clean burners (or conceal dirty ones).”