How Copy Can Increase Catalog Scannability
Here's an example of a good use of body copy from National Geographic's catalog:
"EMERGENCY RECHARGEABLE HANDHELD SPOTLIGHT
Penetrate fog, rain and darkness to illuminate …"
Now you're on your way to improving your catalog's scannability. Best of all, your readers will start reading more of your copy.
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.