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.
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?
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!”
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!
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Suzanne Quigley - Copywriter