Rewriting the Rules, Again and Again

Bottom line: Catalog copywriters are being forced to tighten up, particularly when they’re writing sales copy for the Web. Lengthy, romantic interludes about products can’t succeed the way they once did. Cut to the chase, give a brief description, spit out the benefits and get out of there.

2. Search: This one certainly doesn’t reflect on “ancient” times, but it’s nonetheless a significant rule change. Earlier this decade/century, the primary focus for catalogers’ evolving e-commerce businesses was on how effectively a homepage drew customers into their assorted offerings. It made perfect sense, considering how much attention catalogers have to pay to their print book covers to engage customers.