Catalog Copy Checklist Tips

Writing catalog copy requires a certain approach to writing that differs from that forms of advertising and promotional writing.   A key difference is that you are generally working with a very small amount of catalog space to convey your message and offer for each product.  Follow these suggestions and your catalog copy will help produce the best revenues and profits for your catalog.

• The copy needs to be in the right order and follow a logical scheme.
• The copy needs to be persuasive and begin with a strong selling message.
• The copy needs to be complete and give the reader all of the information they need to make their buying decision.
• The copy needs to be consistent in your use of logos, trademarks, spelling, abbreviations, punctuations, grammar, capitalization, units of measure, table and chart formats, layouts, copy style and visuals.
• The copy needs to be accurate.
• 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.
• 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.