Catalogs are much more than a lot of pretty product pictures. Without catalog copywriting, to help sell the products sales could quickly tank. Words that sell are a huge part of catalog marketing.
A catalog will have more images, but there are still plenty of areas to fill and a need for text content as well.
From our article here.
Tips for Catalog Copywriting
- Since a catalog is designed to be stand-alone sales material the catalog copywriting used is very important. It can be a make or break element. If you have trouble creating high quality copy for your catalog then outsourcing this task to a professional may be the best option that you can use. A professional with catalog experience may help your catalog stand out and get a great response.
- Understand everything that you can about the targeted audience before you start the copywriting process. If you don’t understand your audience, who they are, what they want or need, their income and spending habits, and their preferences, then you will not be able to produce copy that resonates with the targeted audience and draws them in.
- Don’t try to appeal to every consumer out there when you are coming up with catalog copywriting, instead tailor your copy to the consumers that you know may be interested in your products and services. A catalog is a big expense but you can cut costs and get a good ROI when you write copy directed at the small percentage of people who actually want to receive your item or buy from you.
- Show the catalog recipients what benefits they will get from your product instead of just listing the features that each product has. A catalog needs to show some product specifications or service details but you also want to show how your product can help the consumer meet a need that they have or make their life easier in some way.
- Once you have the rough draft of your copy then it is a good idea to go through it again as part of the catalog copywriting process. Look at each sentence and decide whether you can remove words and still get the same point across. Catalog space can be costly and unnecessary words are an expense that you do not have to pay if you keep your copy short and clear.
- Look at each page of the catalog and evaluate what the pictures, images, and graphics offer. If something is already clear to the reader from these elements there is no need to be redundant and put it into words as well. Redundancy can add a lot to the final bill for your catalog printing so avoid this whenever you can for the best result at the lowest price.
- Part of any catalog copywriting is writing product or service descriptions, and this is where things can get a little tricky. You need to make sure that the reader has all of the information that they want and need about the product without being redundant or overly wordy. This can be a fine line at times, but with experience this type of content creation does get easier.
After you write your first round of copy, read it out loud. Also, have someone else read it to see if they understand the message and the call to action.
- Your catalog copywriting needs to sell, and this can be difficult for some. Some people are natural salespeople, and others are uncomfortable pushing products. If you need advice on your final content to make sure it has enough sales push you can ask friends, family, or members of the business community for advice. Another option is to hire a professional.
- Never assume that a consumer automatically understands something or that the reader will know certain facts. This assumption could cause you to leave out basic information that most consumers may need to decide whether to purchase your products or those from a competitor. Make sure that you include all the information the reader needs or wants to know.
- Catalog copywriting needs to be exciting; it needs to show passion and enthusiasm for the products being pitched to your recipients. Copy that is stiff, boring, or uninspired will turn the reader away instead of drawing them in and generating interest in what you are offering. Let your emotions about the products come through and give your copy a human touch. It is okay to be funny or get personal.
- Use an active voice when you are engaged in catalog copywriting It is not enough to tell your readers what the product can do, let them know how other customers use the product or what benefits past customers have actually seen or experienced when they used your product. This helps to engage the reader and primes them to find out more.
What other catalog copywriting tips can you share?