How Copy Can Increase Catalog Scannability
PATIENT: "My boss said, ‘make the catalog more scannable.’ But I'm the copywriter, so I get a pass, right? That's the designer's job, right?"
CATALOG DOCTOR: "Wrong. As a copywriter, you have copy tools at your disposal to increase copy scannability. More scannable copy means more folks read … and buy. Try these tips …"
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or firstname.lastname@example.org.