Catalog Doctor: Sell More With Catalog Copy That’s Kind to Customers
Molly’s on the couch browsing your catalog right now. She’s looking for ways to make her life easier. What do we notice about Molly? Her mind’s not on your catalog.
This is true of most people who get your catalog in the mail. Their minds are mostly somewhere else. That’s the environment in which your catalog must sell.
If you were sitting on the couch next to Molly, working on how your products could make her life easier, what might you say? Would you launch into a long, closely reasoned dialog that required her to concentrate hard?
Well, your catalog is on the couch by Molly, and it shouldn’t launch into a long dialog or force her to concentrate either.
You can make your catalog the most helpful for Molly by pulling the pieces that are most significant out of the copy and putting them where it’s super-easy for her to find.
Here’s how to do that:
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The body copy is now less than half its original size but retains a friendly voice. The appearance of shorter copy makes the page more appealing and more likely to be read by more users. All the product’s benefits are instantly accessible to even the quickly scanning reader, yet all the data your slower-reading, information-hungry customers want is still there.