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Catalog shoppers can’t learn much about a product just by looking at a photo, no matter how detailed or beautiful the photo. A picture can’t tell a shopper what fabric a sweater is made of, how soft it feels on the skin, how colorfast it is, or how warm it will keep her. If you think of catalog copy as simultaneously playing the roles of a knowledgeable shopping friend, a helpful salesperson and an informative product package, you’ll be closer to understanding the vital importance of good copy to the success of your catalog.
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- McIntyre Direct

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