Copy Clinches the Sale

As a merchant I’ve come to understand the value of words in the selling channel. Of course the product is important, but I’ve found it possible to sell something in a catalog that also was available at any Wal-Mart. In some instances, retail shoppers don’t know what an item does, and no one is there in the stores to tell them. In your catalog, merchandise can stand out with visual and copy elements, call-outs, photo captions, in-use shots, great headlines and compelling body copy. All of these things work together to help customers understand what the item is and, better yet, why their lives won’t be complete without it.