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“We still don’t want any. Who reads any more? Just put the photo on the page. If they like it, they’ll buy. If not, a bunch of words won’t change their minds.”
Among the skills required to create an effective catalog, copywriting is one of the most critical and probably the least appreciated. For new catalogers, the biggest hurdle often is accepting the idea that copy is necessary at all. I often hear the claim that nobody reads any more, and I hear it most often from hard-driving entrepreneurs who seem to have little time or patience for the written word.
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- Companies:
- McIntyre Direct

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