How Do You Captivate Customers With Catalog Copy?
Catalog marketing is big business, both online and off line. American Writers & Artists’ industry spotlight on catalog promotion reveals a market of $133.4 billion. The Who’s Mailing What! Archive reports 1,178 major catalogers and 54,831 tracked catalog mailings. According to the DMA, sales from catalogs are projected to top $176 billion, as online promotion increases. Learning how to captivate your customers with catalog copy could net you positive revenue results. “Catalog Copy That Sizzles” by Herschell Gordon Lewis claims that catalog headings dress in three main styles: basic, romantic and positioned. Basic involves bare bones naming of the product. This approach works efficiently in business catalogs or for everyday living products. Romancing is a definite selling technique which enhances a product whose appeal is emotional, rather than functional. Music, art and dressy clothing romance elegantly. The positioning headline copy emphasizes use, rather than brand name or feelings.
