Different Strokes for Different Channels

Your copywriters should be sensitive to the differences between Web, catalog and e-mail; intuitive about selling; and dedicated to learning as each of these media changes. This flexibility and knowledge will be key to making each channel a powerful sales tool.

Carol Worthington-Levy is partner, creative services, for LENSER, a catalog consultancy. You can reach her at (408) 269-6871 or carol.worthington-levy@lenser.com.