Copy Clinches the Sale

Copywriter: “I’ve already cut the copy three times, and now there’s barely enough room to give even the product dimensions and SKU number.”

Many people say nobody reads anymore, so you might as well show bigger pictures and cut the copy. I disagree. We know that readability is an issue in any print media, and customers tend to skip around and read headlines, bullets and photo captions more than stories and body copy. However, your selling channels (catalog and Internet) offer a much different experience than retail. And, you must ensure you’re maximizing all the selling tools available.