The catalog also features tips and testimonials throughout. “We keep everything people write to us,” Ferris says. “And every year, when we’re doing the catalogs, we pick our favorites. They tell us such personal stories!”
Wright says customers have told her they often go directly to the selling portion of the catalog, and come back to the editorial later. But Wright stresses the importance of this informational welcome, so new nursing mothers, who may feel isolated at first, feel like part of a community, “which they are.”
Ferris underlines this perception by pointing out that customers “call and hear babies crying or laughing in the background, because some of the CSRs bring their kids to work … All these things create a community, a connection.”
Copy That Fits
“To me the copy is one of the biggest things that makes the catalog great. If visual and verbal didn’t go together, it would be a failure,” Eckart says.
Head Copywriter Kelsey Flynn’s copy blocks make Eckart “want to sit and read the catalog and find all the funny things she’s put in; the copy really relates to nursing moms.” (Flynn has been doing stand-up comedy on the side during the seven years she’s been at Motherwear.)
The company strives to promote from within—both Flynn and Ferris originated in the customer service department. Working in the call center, Flynn got to understand the customers, what they were looking for and how they were different from ordinary retail buyers.
“I know who I’m writing for, because I’ve been on the phone with them for years,” says Flynn.
Her copywriting mission extends beyond just selling clothes. “We’re committed to breastfeeding as the best way to feed your baby and develop a bond with your baby. So, I understand the emotional connection we’re trying to make,” says Flynn.