catalog marketing 101 (5 of 8)

Catalog Marketing 101Catalog Marketing 101WorkshopWorkshop

By

Dudley Stevenson, Mark Eubanks

(651) 315-7588(651) 315-7588 Catalog Marketing 101 WorkshopCatalog Marketing 101 Workshop 11

Table of ContentsTable of Contents

• Part 1 – Catalog Marketing Overview & E-Commerce Synergy

• Part 2 – Front & Back End Marketing• Part 3 - Catalog Merchandising• Part 4 – Catalog Creative & Design• Part 5 – Catalog Copy• Part 6 – Catalog Production• Part 7 – Management, Financials & Analytics• Part 8 – Operations & Fulfillment

(651) 315-7588(651) 315-7588 Marketing Planning 101 WorkshopMarketing Planning 101 Workshop 22

Catalog Marketing 101Catalog Marketing 101Part 5Part 5CopyCopy


Copy GuidelinesCopy Guidelines

• Pick one copy style and stick to it.• Avoid the use of non-descriptive words like “comfortable,” “beautiful.”• Write the copy in color, not black and white. • Keep the copy simple, don’t overcomplicate it.• Keep the copy clear and understandable. The catalog should have an

overall branding message from both a copy and design perspective.• The catalog needs to have strong headlines, subheads and powerful and

descriptive first sentences.• The copy needs to be spell binding and create an emotional desire that will

drive a customer to purchase. • The catalog should have a tag line on the cover. • The feature copy needs to be conversational and direct.


Copy Guidelines (cont’d)Copy Guidelines (cont’d)

• The copy needs to use sentiments to emotionally involve the customer.• The copy needs to sound like it’s coming from a friend or family member

in tone.• The copy and catalog need to invite the customer into a setting or lifestyle

that wraps them in an environment they want to be in.• The copy should speak to the customer’s current experiences

(demographics) or their desired experiences (psychographics).• The copy needs to be descriptive not bland, matter of fact in tone.• The copy should use words that sell. • The copy should make use of “you” instead of “me” or “we,” as much as

possible unless you are using the “jes’ folks,” down home personality” or “I’m the greatest” copy approach.

• The catalog should use a consistent pricing presentation.


14 Kinds of Catalog Copy14 Kinds of Catalog Copy

1. “Jes’ folk copy

2. “Down home personality copy

3. “You-you-you” copy

4. “Shout” copy

5. “Quietly upscale descriptive” copy

6. “Image all the way” copy

7. “Touchstone” copy

8. “Narrative” copy

9. “Minimalist” copy

10. “All the facts” copy

11. “Information / educational” copy

12. “Snob appeal” copy

13. “I am the greatest” copy

14. “Plain vanilla” copy


Words That SellWords That Sell

• Free• Easy• Guaranteed• Suddenly• Now• Compare

• Last chance• Offer• Help• You• Love• Thank you


The Six Types of HeadingsThe Six Types of Headings

• Basic nominative• Romantic nominative• Positioned nominative• Basic descriptive• Romantic descriptive• Positioned descriptive


Sell the BenefitsSell the Benefits

• Sell the benefits, not the features• The Benefit, Benefit, Benefit Principle - three states of benefit

1. Make a statement specifying superiority over others.

2. Relate that superiority to your target-reader.

3. Tell the target-reader how that superiority will bring dramatic improvement to his/her life, career, business or image.


Effective Catalog CopyEffective Catalog Copy

• Is your copy in the right, the best and the most logical order?

• Is the copy persuasive?• Is the copy complete?• Is the copy clear?• Is the copy consistent?

• Is the copy accurate?• Is the copy interesting?• Is the copy believable?• Have you included all the

necessary “boilerplate” copy?

• Is it easy to place an order?


B2B Catalog CopyB2B Catalog Copy

• When Writing Your Catalog Copy, Keep in Mind These Six Primary Reasons Why Business Customers Buy From Catalogs– To save money

– To be right

– To make money

– To get something for nothing

– To fulfill a need

– To solve a problem

• Other reasons why businesspeople buy from catalogs: to save time, for convenience, to feel important, to gratify curiosity, to take advantage of opportunities, to avoid effort, to make work easier, to avoid embarrassment, to be the first to try a new product or service, to be exclusive, to avoid salespeople.


B2B Catalog Copy (cont’d)B2B Catalog Copy (cont’d)

• A good catalog tells and sells with copy basics• Use colorful, descriptive language• Use precise language• Use specific language• Use descriptive heads and breakers• Make it easy to order• Stress benefits, benefits, benefits
