Copy Clinches the Sale
Terrific photos grab customers’ attention, but it’s words that do the selling.
*Headline ideas. A headline will put words to the USP and start the consumer down the slippery slide. I’m a big fan of benefit headlines — catalogs always should use them. Have your merchants give copywriters some of their ideas for a headline. This serves two purposes: It can help spur on the writer, and it ensures that the product really does have a USP that the merchant can communicate.
- Companies:
- Wal-Mart
- People:
- Phil Minix
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