Copy Clinches the Sale

Through the power of the written word, you can explain how potential buyers truly will benefit from having this item in their lives. The balance of the photo, the product facts and its benefits work together to make the sale.

To get great copy from your writers — copy that will give products the punch they need to sell off the page — begin with a “creative brief.” This is both a document and a meeting in which your merchants and creative staff review each new or changed item and discuss the salient points of each. Since this is such an important part of good copy, I’ll review below the critical elements of a good creative brief for copywriters.