Losing Sales with Dry Copy?
If you write, edit or review copy for your catalog, tape this list to the wall next to your desk for easy reference. Refer to this list every time you work on your catalog’s copy.
Now let’s take another look at the headline. What drove you to begin reading? The question, “Losing sales with dry copy?,” plays into fear. “Wallop your competition” is flattery. (You’re better than them, right?) The phrase “Make more money” appeals to greed. And finally, “Be a master copywriter” promises salvation with a touch of exclusivity. After all, you’ll be a “master.” Five drivers are packed into 15 words.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
