Nicole Rollender is responsible for production and editing of Catalog Success as well as other projects for the Target Marketing Group. Previously, she served as an editor at The Journal of Commerce in Newark, N.J., where she produced and wrote 70 special advertising sections annually, in addition to writing magazine features. She also has experience in marketing, advertising and Web site design. Additionally, Rollender has served as editor of Contingency Planning & Management, a monthly trade publication for the business continuity and disaster recovery industry. She has a master of fine arts degree in creative writing from The Pennsylvania State University and a bachelor’s
Nicole Rollender
Looking for some simple tips to quickly improve your catalog copy? Direct marketing copywriting guru Herschell Gordon Lewis offered the following three quick tips in his session “Fast and Furious Tips for Catalog Copy in the 2006-2007 Season” at the Annual Conference for Catalog, Internet & Multichannel Merchants (ACCM) held last month in Chicago. * No misspellings or typos ... ever! One misspelled word in a sea of copy may be enough to shake customers’ confidence in your catalog operation. * Use your hot spots. In a typical catalog, Lewis said, there are five hot spots where you can feature new products, best sellers
Consider leveraging Web 2.0 technology to boost your Web site’s intuitive response to your customers, said Bridget Fahrland, executive director at Web design firm Fry Inc., and Kevin Messing, Fry’s creative director, in their session “Designing for Web 2.0: Questioning the Conventional Wisdom of Web Design,” at during the ACCM in Chicago. Messing defined Web 2.0 as being second-generation Internet technologies that drive a better user experience online. “Web 2.0 is a new approach to creating and distributing content online, characterized by open communication and decentralized sources of content,” he said. Here are some practical do’s and don’ts for starting to use this next-generation
Catalog copywriters are hired as salespeople, Herschell Gordon Lewis emphasized in his session “Fast and Furious Tips for Catalog Copy in the 2006-2007 Season” at the Annual Conference for Catalog, Internet & Multichannel Merchants (ACCM) held last week in Chicago. He offered attendees a number of practical tips for writing clear, concise copy that focuses on customers? wants and problems, and how a new product or service can fill those wants or solve those problems: 1. Use the benefit/benefit/benefit principle to write effective catalog copy. First, make a statement of superiority over others. (Example: “Here at last is a silent dishwasher.”) Then, relate that statement
