How To Write Compelling Catalog Copy

If your business sells a multitude of products, then you’re probably sending out a monthly catalog, newsletter or flyer with specials, discounts or maybe coupon codes. Contrary to what a typical ad agency might have you believe, a photo with flimsy copy won’t be enough to sell your product to potential first-time buyers. That method usually works best for return customers.
A great photo will provide the proper eye candy and grab attention… but that’s about it. You can’t touch, taste, feel, smell or hear a printed snapshot. The way to involve the other senses is through compelling catalog copy. You have to stir up the other senses in order to stir up interest, in order to make the sale.
Still with me?
What’s lacking in most catalog copy is emotion. You marketing top guns already know that people make buying decisions on emotion. That’s the key component to effective copy. Pure, unadulterated emotion.
If you’re trying to sell me a $50,000 used Dodge Viper in the Auto Trader by advertising its quarter-mile time, its wheel base and that it has 10 cylinders-you haven’t captured my interest. That’s because every other Viper that’s for sale is basically advertising the same thing. Also, it doesn’t stir up any emotion.
But if you told me that same car is a Ferrari fighter, gets double-takes from hot chicks and has been known to evade radar and laser detection-now you’ve got my heart pounding. I can feel my adrenaline pumping. That’s the kind of copy that’ll give me a rush.
But let’s get back to your catalog copy. Let’s see how we can arrive at more sales. Let’s explore the three P’s of writing compelling catalog copy:
1) Power words.
Which word is more powerful for a new therapy: pepper or sneeze? Pepper conjures up images of bell peppers, chili peppers and ground pepper. Regular store items.
Sneezing paints a picture of an uncontrolled physical reaction, a potentially embarrassing situation, and the awkwardness of wondering if anyone will wish you gesundheit. Sneeze Therapy is definitely more powerful than Pepper Therapy. In most cases you’d opt for the power word over the weaker one.
2) Punchy lines.
You don’t have to rely on long sentences all the time. Once in a while, purposely throw off the rhythm. Use short, punchy and pithy lines. There’s no rule saying you can’t. It all depends on what picture you want to paint.
To describe a dress you can say: Smart… yet sassy. Elegant… yet affordable. Casual… yet stylish.
Just nine punchy words a consumer can identify with, feel for, and respond to. Then throw in a long sentence to tie everything together.
3) Plop me into the story.
A short story to be exact. Because of the limited amount of space for catalog copy, brevity is a must-not a suggestion. Here’s an example…
Colonel Pit’s peaches have won more blue ribbons at the Georgia State Fair than any other farm. “They’re the sweetest peaches in the world,” claims 9 year-old Thelma Lou. Great for pies, cobblers and fancy desserts… order today for the choicest pick.
Writing catalog copy can be quite the challenge. But not for you: the top gun marketer. You’ll be quite the expert with these three P’s of writing compelling catalog copy.