Product benefits and colorful food imagery are key ingredients to selling high-end “outdoor kitchens” Grills have come a long way since the tiny, round burners of old. In fact, today’s large, high-tech grills are known as “outdoor kitchens,” and buyers are spending huge sums to provide their guests with the best cookout experience possible. According to Jeff Ryan, a senior copywriter at Via and a 19-year veteran of L.L. Bean, today’s grill merchants need to point out benefits like stainless-steel construction, burner capacity and easy cleaning. To appeal to the modern grill market, Ryan says copywriters also should mention grill size; how
Bathrobes have been a wardrobe staple—as well as a catalog staple—for years. There are few people who don’t like cuddling up in a warm, soft robe after a hot shower, or coming downstairs for their morning cup of coffee wrapped in their favorite terry cloth robe. Robes are an ever-popular gift item, evidenced by the number of holiday and gift catalogs that featured them this past winter. The Norm Thompson gift catalog, Sundance gifts, Talbots gift collection, the Lands’ End holiday catalog and the Cuddledown of Maine holiday catalog are just a few of the books that presented robes as wonderful gift ideas.