What Every Catalog Copywriter Wants & Needs to Know (828 words)
• Availability. Is this product available exclusively in your catalog? If your company also has stores, is the product a catalog exclusive and not available in the stores? Exclusivity is a powerful selling point.
• Key product features/benefits for the targeted audience. Never list features only (i.e., galvanized metal). Features become important/valuable when they are translated into and sold as customer benefits (i.e., "rustproof to last a lifetime").
Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.
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