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

If we move that burner cover benefit from the body copy to the headline, our new headline becomes:
Stainless Steel Burner Covers Protect Your Clean
Burners, Conceal Dirty Ones

That simple change cuts the body copy by 10 percent, helping reduce the appearance of excessive copy so more people read it. Even better, that change helps readers notice the primary product benefit, without effort, at high scanning speeds.