The 50 Best Tips

— Carol Worthington-Levy, LENSER, Copywriting column, “Long or Short Copy? What’s Right for You?” May, Catalog Success

✱ Rewriting the rules, again and again.

In this age of YouTube and the never-ending feast of information to be had on the Internet, our reading patience levels have become shorter and shorter because we’re all in such a rush to click to the next page. That’s forced catalog copywriters to tighten up, particularly when they’re writing sales copy for the Web. Lengthy, romantic interludes about products can’t succeed the way they once did. Cut to the chase, give a brief description, spit out the benefits and get out of there.