Copywriting: The Power of YOU

Here are how two different catalogs sell a cashmere sweater.

A very pricey catalog sells its sweater this way:

Cashmere Sweater: Ash (gray) with light gray trim. Crew neckline. Long sleeves. Pure cashmere.

Do you feel enrolled in consideration of this sweater? I didn’t think so. At $500, you’d expect it would try just a little harder.