Merchandise Spotlight: Books

Otherwise, most catalog copy is “it” copy (as opposed to “you” or “me” copy). Generally speaking, “I” and “me” copy is more emotional than “it” copy and, in the words of John J. Flieder, “When emotion and reason come into conflict, emotion wins every time.” Or as Brookstone’s master freelancer, Jack Maxson, said, “More than 50 percent of our buying decisions are based on emotion.”