Losing Sales with Dry Copy?
BankSupplies uses two of the drivers: anger and salvation. Not bad for a coin counter. Did you notice the “late nights at the kitchen table” phrase? This demonstrates how to strengthen the copy drivers. The more specific and concrete the application, the better.
B-to-B catalogers often fall into ruts of their own making. They believe their products are boring, and it shows in their copy. Instead of settling for what you’ve always written, challenge yourself to fill your catalog with the Seven Copy Drivers. You may be surprised at just how interesting and important your products are. This technique requires a conscious effort. You literally step through the list of Copy Drivers to see how many you can apply.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
