Speak Personally …
But a more personal solution, instead, is this copy kicking off the “sell”:
Proud of your beautiful woodwork, wood furniture or hardwood floors? S+N Wood Blinds echo their gracious patina — and add the warmth that comes only from polished wood.
The difference at first may not be obvious, but it’s considerable. Here’s how we approached this catalog.
1. We dipped into the psychographics of our audience, which primarily consists of women who care deeply about the ambiance of their homes. They’re willing to spend a good amount of time and money to make sure theirs is a home they can be proud of.
2. We actually verbalized that wish back to them.
3. The last paragraph is about “them,” while the first example is about “us.”
Us vs. Them?
While customers may be looking in your catalog to find solutions to problems (be it finding a new travel dress, the right computer or the best window treatments), make no mistake about it, they’re always more interested in themselves than you. In fact, if you don’t immediately tell them in a meaningful way that you have a viable solution for them to consider, they’re not going to spend another minute with your catalog or Web site.
Some catalogers worry they could be treating customers like they’re stupid when they display enthusiasm and direct customers to exact places in the catalog. But quite the contrary: Customers say they appreciate being treated like they’re important. If the copy is heartfelt and appropriate, it’ll show its sincerity and reflect how you feel about your customers.
Customers also appreciate being told where they can find a cover item or something new and interesting. Often this is the only reason why your customers will open your catalog, particularly if you have a steady product line that hasn’t wavered much over the years.