Often, in catalog copy, you’ll see an item’s description claiming that it is unique or useful or beautiful.

And that’s fine, maybe the product is unique or useful or beautiful, but what makes the item that way? What trait or feature does it have that sets it apart? Savvy buyers will want to know. 

Instead of making generalized claims of wonderfulness by using generic words (like unique, useful, beautiful, special, pretty), why not include specifics that spell out why the product is, in fact, so remarkable? The shrewd catalog copywriter will be sure to take this approach.

Let me give you some examples of wimpy words.

I came across this copy for protective boots for horses:

The new Eskadron Pure Collection has arrived. A great collection for competition wear.

This copy was accompanied by a photo of a pair of sparkling white boots lined with luxurious-looking material. I clicked to the web site to see if I could learn why they would be ideal for competition wear.

The web site copy shared this:
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The white faux fur tendon boots. Great for warming up at competitions. Crystal white, touch outer and lovely soft faux fur. Machine washable.

Okay, so the copy’s established that these boots are great, but why? What makes them great?

Great because the boots’ Velcro™ fasteners make it easy to get the boots off quickly? So your horse can wear them until just before it’s his turn in the arena? Or maybe the faux fur keeps your horse’s legs from getting sweaty?

The vagueness of the word great leaves so much selling left undone.
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Another example I found was in one of those little real estate booklets that you can pick up for free. 

The copy was minimal, only 3 ½ lines. The first line and a half had this to say about a townhouse listed at $739,000:

Evergreen Meadows, a quintessential New England Village.

Ouch. You have 3 ½ lines of text to sell someone on this rather expensive townhouse, and the first seven words tell you nothing concrete about the listing. And one of the words is “quintessential.”
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Generic words in copy serve as filler and do nothing to promote a product. Specifics always outshine fluff and sell much more effectively.

Catalog copywriters know that catalog copywriting isn’t easy, (but for some unknown reason, we continue to do it anyway…)

Our job is to write a description for a product or service that entices the target audience, i.e., the customer, to buy said product or service.
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The catch is, catalog copy usually allots only a certain number of words to be used. Especially print catalogs, because the physical page in a catalog measures only so big.

And here lies the challenge, choosing the right words in that limited allotment to most successfully promote the product and make the sale.

And what if the copy block for the item you’re writing about only allows you to use, oh, let’s say 15 words, headline included?

Now do you see why I said catalog copywriting isn’t easy?
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Being able to write persuasively and sell using minimal words is a skill. 

And I bet that there are loads of people who’ve attempted to tackle this and after hours of frustration and struggle, threw their hands up in disgust and cried out, “There must be professionals out there who do this kind of stuff!”

And to that lament, I respond with a resounding “YES!”
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Maybe you’re a cataloger who delegates your catalog’s copywriting to whichever staff member is least overworked. Or maybe you’re a cataloger who just takes the manufacturer’s copy and runs with it?

Really? Risk losing sales because your catalog’s copy isn’t sales worthy? It didn’t boast benefits or speak clearly and simply to your customer?

Maybe you aren’t a cataloger, but someone who sells for a living and needs to write ads to sell your product, for example, a realtor. Do you want to spend hours agonizing over copy for a listing, or hand it off to a professional copywriter, so you can do what you do best?

The quality of your catalog’s copy directly impacts your sales. Why take a chance?

Take advantage of the skills that an experienced catalog copywriter can offer and make your job easier!