Speak Personally …
Clarify, But Still Be Personal
As for the complex, the Crutchfield catalog makes complex electronic systems understandable for the average customer. Here’s one example of how Crutchfield does this in a personal way:
In the often confusing new world of competing display technologies, you can still count on advanced design and superior picture quality from Sony’s XBR TVs.
The copy is made personal through its acknowledgement that this is a confusing time to try to sort out the right technology. This approach gains customers’ trust and attention. Few customers in this category would admit they’re confused, so this can be quite a relief to them.
The copy in the ThinkGeek catalog perfectly connects to the catalog’s zany product line, and the language is highly personal. But this cataloger takes a personal and simplistic approach, which is appropriate for this goofy collection of toys, apparel and gadgets. Take the copy for the Sonic Bomb Alarm Clock:
This alarm clock will get you up. Its alarm is louder than a jackhammer!
For ThinkGeek’s LED Binary Watch:
Show your geek skills when you read the time in binary.
There’s no talk of what the watch is made of or its size. There’s no legalese to weigh it down. But you can’t get more targeted or personal than that.
Much of this also can work well in B-to-B, an area that rarely uses effective personal copy. The Action Bag Co. catalog has gone from no teasers to such teasers as this: Business cards looking outdated? See our fresh new Stationery ideas on page X.
Carol Worthington-Levy is partner, creative services, for Lenser, a catalog consultancy. You can reach her at (408) 269-6871 or firstname.lastname@example.org.
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