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Copywriter: “That’s it? For 42 different varieties?”
Cataloger: “Yes.”
As this true story illustrates, some catalogers bring strange prejudices to the table when they review catalog copy. Your copy will be much more effective if you can ensure the following:
1. Don’t be reluctant to sell.
Many catalogers come to the field because they’re deeply—even idealistically—enchanted by a particular product category. For them, actually trying to sell can be uncomfortable—presenting real problems for a copywriter.
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- Companies:
- McIntyre Direct

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