Different Strokes for Different Channels

Consider writing to “fit” the media. The very aspects that make each different selling channel so vital provide clues for writing more powerful copy.

The Similarities
Regardless of the media, the name of the game is selling. Keep your voice consistent for all media, and remember the following essentials are shared by catalog, e-mail and Web copy:
• don’t wait too long to start selling;
• avoid hyperbole;
• present benefits first;
• keep the language comfortable to gain customers’ trust;
• tell a compelling story; and
• present a special offer as early as possible.