Adventures in Cataloging: The Vital Importance of Good Copy

“Just make the photos big, and people will buy.”

The cataloger had reviewed our production budget and was now on the phone.

“What’s this big bill for copywriting?” he asked.

“That’s the cost of writing all of your catalog copy.”

“But we don’t need any copy,” he said.

“You really do. Copy does for catalogs what a salesperson does in person: describes features, explains benefits, answers questions, asks for the sale.”