Is your catalog copy a counter clerk -- or a salesperson?

How your catalog copy describes a product can mean the difference between sale! -- and no sale!

Counter Clerk example:

Shopper: "That watch looks very nice; can you tell me something about it?"

Counter Clerk: "It comes in gold and silver, and it's battery operated."

Shopper: "The metal strap looks lovely."

Counter Clerk: "Yes. it's nice metal."

Shopper: "Can I get a leather strap for it?

Counter Clerk: "Yes, you can buy leather straps in several colors -- and the sign says there's a special deal on them."

Shopper: Thank you. Oh, is that an Espresso machine I see at the next counter? Excuse me."

Sales Person example:

Shopper: "That watch looks very nice; can you tell me something about it?"

Sales Person: "It's one of our most popular watches. The European style has an eye-stopping elegance. Its Swiss-made quartz crystal movement is super-accurate and runs for up to 3 full years on an inexpensive, easy-to-replace battery. You can choose from 22K gold finish -- or anodized silver that never tarnishes. The polished crystal bezel is scratch-resistant -- and the matching metal strap is Softlon coated on the underside, so it won't feel abrasive on your wrist.

Shopper: "Can I get a leather strap for it?

Sales Person: Yes, this optional group of 3 leather straps, created by Italy's top designers, allows you to match your watch to virtually any wardrobe. They're easily interchangeable and come in 3 exquisite colors: Sunset Red, Morning Glory Gold and Dawn Mist. Each leather strap has a soft-cushioned underside that feels ultra-comfortable on your wrist. Combined with its original gold or silver strap, it's like having 4 different watches in one.

When you buy these Italian leather straps with the watch today, you get an extra set of 3 for half-price. These won't be released to the general public for another 6 months. The 3 new designer colors are Roman Romance, Caribbean Blue and Monte Carlo Sand. All together, you have a different - and elegant - watch for every day of the week.

Shopper: "Thank you very much. I'll take one for myself in gold -- and another in silver as a birthday gift for my friend -with all the extra Italian leather straps for each."

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I'm sure you get the point here. The copy doesn't have to be wordy -- because space in a catalog is limited. But, it does have to engage the readers with the important benefits of "What's in it for me?"-- if you're going to activate their "Buy" buttons.

Just listing facts and features for each product on a page can be effective only if you use a categoric selling statement to support them. And it must dynamically spell out the benefits of the products you list on the page. Otherwise, your copy is a counter clerk -- and not a sales person.
A counter clerk tends a counter. A sales person sells!

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Ya gotta have a benefit!

Every reader is everyman (or woman). We all want things that improve our lives, make things easier, more comfortable, more elegant. And every product should have a single, simple benefit that answers the catalog reader's question, "What's in it for me?"

Each product does have a benefit (although sometimes you have to dig for it) that fulfills a certain reader's desire and makes them want to buy that product. Some products have multiple benefits, but you'll want to lead with the strongest one -- and not confuse the reader with all the rest.

Not every product in your catalog is for every person. And here's a secret: whether a person is looking through a newspaper, magazine or catalog, what stops them is something that registers with their interest at that particular time in their life. Suppose you are looking for a socket-wrench that has a quick-release mechanism -- and a thumb activated button on the handle that lets you reverse the direction of the wrench, instead of having to use your other hand to do that -- in a tight place!

You scan the catalog page, and see half a dozen pictures of socket wrenches -- each with a benefit oriented heading: 76-piece Socket Wrench set -- with dweebis frimsel attachment; 101-piece Socket Wrench set -- dishwasher safe! ; Double-ended, Double-duty Socket Wrench; Socket Wrench with built-in mini-TV; Socket Wrench with handle mounted thumb-activated reverse button for tight places; NEW Socket Wrench is also a cell-phone!

The item you're looking for is the one that stands out when you scan the page. Your mind connects with the need -- and you zero in on the product. If you were looking for the dishwasher safe socket wrench set -- or the one with the built-in cell-phone, you would have zeroed in on that particular one.

If a product doesn't have a benefit, how is it going to fulfill my needs? Why is it in the catalog?

Then there's the benefit, benefit, benefit principle, which I won't go into deail about here. But, if you ever need to "hard sell" a product, this is the ultimate way to do it.

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Clarity is King.
If you confuse the reader -- you lose the reader.

You can't sell a product with a foggy mind. It's important to know as much about a product as you can -- then translate the product's inherent benefit(s) into dynamic copy that motivates the reader to buy.

When I worked on Mad. Ave., I tested each product, finding out how it made my life easier, better. I also used to "hang" with others who used that particular product -- or one similar -- to get their feedback. Each campaign started with a clear, concise, creative strategy based on those findings. Every ad within that strategy was written with clear, concise, dynamic copy promoting the main benefit. And it worked extremely well -- many times doubling sales and winning readership awards.

With each catalog product I write for, I do a little extra-work to find out more about it in-depth. That little extra knowledge is something which can dovetail with the reader's experiential background and add credibility to the product description that increases your readers' desire -- and pushes their "Buy" buttons. That's the framework. Now for the implementation.

You can't sell a product with foggy copy. Herschell Gordon Lewis applies a "Clarity Commandment" to the copy itself: "When you choose words and phrases, clarity is paramount. Don't let any other component of the communication mix or interfere with it."

I love words, but I don't want -- or need -- to show off a gigantic vocabulary to impress the reader. By using a level of language that corresponds to the demographic and/or intellectual level of the reader, you connect with them immediately. When you use alien, foggy words, the reader thinks you're talking to somebody else -- and they immediately disconnect.

So, remember: Clarity is King! Avoid hi-falutin', flowery, "I'm the new Shakespeare," intellectual words and phrases. If you use them, you confuse the reader -- and lose the reader.

It all boils down to what we mere mortals know as the "K.I.S.S. Commandment."

P.S. If you ever hear anybody say "eschew" in a conversation, immediately respond with "gesundheidt!"

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What do women want?

Women read catalogs differently than men. Us guys usually read them in the shop or bathroom -- or late at night in tents, when we're on a "bonding trip" with our buddies -- or waiting for the fish to bite -- or waiting for the computer-programmed, remote-control mower to finish the lawn. Women like to relax on the couch -- or in bed -- have a cup of coffee or tea, and read catalogs at a leisurely pace.

Women are more intellectual about reading catalogs. They want more details. They want something to read that will bring them into the total experience of the product. Guys just want to know if it's got 500 horsepower, 5,000 amps; if it will grill a whole side of buffalo -- or keep a keg of beer cold on a fishing trip.

Some of you guys may not believe all this but, it's true! I learned it from my wife. It's beneficial for a strong, sensitive, new-age catalog writer to understand how women think and what they want. So, now I'm spending more time getting in touch with my feminine side. I think I'll go have a latte and read the Victoria's Secret catalog.

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Assurance and "warm fuzzies."

The key to overcoming customer "resistance."

No matter what size catalog you have, it's important to assure readers that you care about them; and that the products they're poised to buy from you are worthy of their time and money.

If you're like me, you want to feel that you're connecting with a friendly, caring company/person -- and not just a warehouse full of products sitting in boxes on shelves.

The best way to do this is with an introductory letter inside the front cover (or, if you're going to use that valuable space for catalog items, you can do a tip-in). The content of the letter should be friendly and reassuring; and if not from the president or owner, then from some other important person with the company: i.e. the merchandise buyer. It adds a comfort level that relaxes the reader and gives them confidence in their own decisions, which they'll be making shortly. The "warm fuzzies" are great sales-drivers.

This "attitude" of caring and product worthiness should run throughout the catalog, if possible. When you have a group of items on a page that are similar--or in related categories--, a block of "blanket" (security blanket) copy should appear in a prominent place.

When a page includes a group of new products, an introductory paragraph is helpful to overcome customer "discomfort" about partial or incomplete information. This also works when products are not new, but require further explanation because of only brief copy descriptions with each item.

Here's an example of an inside the front cover "assurance" letter:

Dear Fellow Cat Lover,

I am pleased to bring you this exciting new catalog, where you'll find the most sophisticated, elegant -- and fun items for feline pleasure. Our product scouts have searched the world for the best and brightest new items that are sure to please even the most finicky felines.

We rigorously test every product for "play-worthiness," comfort and health-enhancing benefits. And each must pass paws-on testing and scrutiny by a staff of independent testers, before we accept it for our catalog.

When you buy from us, you have our assurance that each item will arrive in purrfect condition and perform to the highest standards. If not, just return it for a full refund. No questions asked.

When my grandfather started this company, his vision was to sell only the best and most unique items a cat would love. 30 years later, his ideals are being carried on by our management, our prompt and courteous ordering and shipping departments -- and our knowledgeable, discerning product scouts.

Explore these pages. Delight in the discovery of fascinating new items. And be sure to visit our section of traditional "gold-standard" items that we've been selling to discriminating cat lovers like you, since 1977.

If there is ever a problem with any of our products -- or, if you have an idea for a product you'd like us to add to our line -- you can call me personally. Happy shopping!

Playfully yours,



"Eddie" Meower III

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Here's an example of "blanket" (security blanket) copy :

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Here's an example of "introductory" copy :

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Welcome catalog reader!

We'd like to light a fire under your tail!

What motivates readers to buy? Let's take a look at the 5 "hard" motivators: Fear, Exclusivity, Greed, Guilt and Need for approval... and 3 "soft" motivators: Convenience, Pleasure and Ego gratification.

Okay, how do you know which one(s) to use? It depends on several variables: Customer demographics, psychological profile, and product benefit. That's right -- PRODUCT BENEFIT! Without knowing a particular product's benefit(s), you won't be able to match it to the right motivator. Sure, you can get close by knowing your customers demographics and/or psychological profile -- but it's matching the product's most powerful benefit(s) to its proper motivator that helps push the reader's "Buy" button.

You won't motivate an avid gardener using a Cabela's demographic and psychological profile -- and vice-versa. So what's the magic combo? It depends. But you can determine it pretty quickly.

Copy to come.

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Want to make your copy irresistible? Here's how.

(Article in the process of being written. Please check back later.)

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