What Every Catalog Copywriter Wants & Needs to Know (828 words)

By Pat Friesen

• Why the product was selected in the first place. Catalog buyers (the professional folks who research and select products to be included in catalogs) usually have good reasons for why they put products in catalogs.

Unfortunately, this information often doesn't reach the catalog copywriter.

And it should. Is this, "THE BEST widget we've ever seen in our 35 years of selling widgets"? Is it a great value? Is it an affordably priced version of a designer original? Details like these help your writer differentiate products within your catalog as well as in comparing them to similar products available in the marketplace.

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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.