What Every Catalog Copywriter Wants & Needs to Know (828 words)
• New, improved, new name. "New" is an exciting word; let your writer know when a product is new so they can tell your customers. If you have a best-seller that you've made even better, a product with a problem you've corrected or a new name for an old favorite, tell your copywriter.
• Miscellaneous. If it takes six weeks for delivery (and for good reason), or the customer needs to provide three initials for personalizing, or the product is not available until the year 2000 (and the catalog mails in October 1999), indicate this so your writer can include it in the copy. This way customers won't be disappointed.
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.
