Catalog Copywriting Doesn't Come Naturally - Continued

Be Selective in Your Choice

When choosing a qualified catalog house to produce your next distributor catalog or marketing brochure, make sure they:

• know your target audience
• know your products
• analyze the competition
• speak your end-user's language
• stress benefits, not features
• write primarily in the active, not passive tense

Perceived Value

Bridging the gap between outlay and value perceived goes back to the Stone Age. Your copy must create a benefit "free-for-all" in order to get the order. How do we do that? The first basic principle is to write with enthusiasm. Excitement breeds interest and interest turns into action. Make your catalog copy project your company image each and every time you put "pen to paper."

Secondly, the product copy must have continuous company connection from one product description to the next. Make sure the body copy speaks directly to the photos or illustrations being showcased. All too often, descriptive copy misses the mark by not addressing the SKUs being featured in the product block.

Finally, be believable. Descriptive copy should be contemporary and up-to-date. Use of dated terminology or phraseology dilutes the effect and sends the wrong message. Make sure your copy reflects a current timeline.

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