Speak Personally …
If your copywriter doesn’t care for your customers all that much, root that out, and either resolve it or choose a different writer for the job. This does happen. When we worked on an entertainment catalog some years ago, it was apparent the writers thought these enthusiasts were over-the-top, and they actually laughed at them behind their backs. This showed through in their copy, which was lifeless and showed no enthusiasm for a TV show/film series that was very meaningful to catalog recipients. How could they write to customers in a personal or meaningful way?
Catalogs often miss the opportunity to use teasers to pull prospects into specific spots in their catalogs. This is a much appreciated technique to help customers find new things in your book. You can make it juicier by speaking to customers as if you were a good friend sharing an exciting, new find.
Here’s an example of some teaser copy I wrote for the cover of the Crazy Shirts catalog:
Once you try on our Canton Pants, you’ll never want to take them off! Find out why on page X.
Because this item is a best-seller for this cataloger of design-embellished T-shirts and surfer wear, if you tell people what makes it special, they’ll be curious to try the pants for themselves. In many cases, such as this one, use friendly copy to tease them in, making it easy for them to find the product.
Teasers work well in both men’s and women’s markets. The consumer electronics cataloger Crutchfield writes teasers such as, Speakers that disappear into your décor.
For another example of cover teaser text, take Eastwood Co., a cataloger for auto-restoration enthusiasts.
Why send your parts out when you can powder coat them at home? We can show you how!
What makes this personal? The copy shows we’ve stepped into customers’ world, discovered their needs and reflected that need in our teaser.