Copy Clinches the Sale
Terrific photos grab customers’ attention, but it’s words that do the selling.
This checklist becomes the focal point of why your merchant picked this item for the catalog and what the key benefit is to the consumer.
*Product features. This includes, for example, how many the item will serve, how long it’ll last, technical specifications, etc. Don’t get these confused with benefits. If you’re selling computers, a 500 MHz processor is not a benefit, it’s a feature. The benefit is getting your work done faster or being able to watch a full-motion video on the monitor. Be sure everyone on your creative, marketing and merchandising teams knows the difference between a feature and a benefit.
- Companies:
- Wal-Mart
- People:
- Phil Minix
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