Our annual compilation of the year’s best tactics and tips in the catalog/multichannel business

CREATIVE, COPYWRITING

29. The comparison sell.
The goal should be to show people why your product is different and better than another. Take your catalog from being mere products and copy on pages and turn it into a “paper salesman.” Create a demonstration.
Carol Worthington-Levy, LENSER
Copywriting column, “Compared to … What???”
January, Catalog Success