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4 Trends in Catalog Copy Increases Sales |
As a result of Internet influence on the buying
markets, today's catalog copy is changing to include 4 aspects that
increases sales. Understanding these trends is the key to catalog
success...online or off.
Conversational Tone
The first trend involves increasing the
level of informality. Today's effective product descriptions are
written in an informal, conversational tone rather than the traditional
more formal, "list-the-features" style. Making sales in today's highly
competitive marketplace revolves around BENEFITS. The most effective
catalogs today gives the potential customer the "feel" of the product.
Makes sure your catalog copy hits the prospects "emotional" BUY NOW
button by placing the focus on the benefits of the product.
Highlighting Benefits
The
second trend also related to benefits/features. Using plain features as
a product description without the impact of the benefits will only
result in a response rate that is at best accidental or casual. All too
often catalog owners lose sales by simply listing the features of the
product without helping the copy come alive with benefits. For example,
"9mil plastic liner" translates to "durable, 9 mil plastic liner
ensures leak free coverage". Your potential customer must "feel" how
the benefits of your product will enhance their life.
Proof and Validation
The third
trend focus is on validation. Give the potential customer proof. If
your products have won an award or have been tested and proven superior
use it. While testimonials and proof have long been used in long sales
copy, it hasn't always been used in the catalog markets. This very
persuasive tool can sway many buyers.
Promise of Action
The fourth trend is the
promise of fast action. Today's world is one of instant gratification.
Time-saving benefits make the sale, regardless of the product. You must
also let your potential customers know about speedy deliveries, refund
polices, and rapid exchange polices. No longer are people willing to
wait weeks to receive their order.
A well trained copywriter
includes these trends and more "catalog secrets" to increase sales.
Short , direct, to-the-point catalog copy can't waste words or
space...yet it must evoke the "gotta have it now" buyer's attitude.
Don't waste your precious time and money writing catalog copy yourself,
or having an untrained employee do it. For the best return on your
investment hire a professional catalog copywriter. The proof will be in
the form of killer sales and repeat customers.
Author Janet Smith is a Freelance Copywriter providing Direct Mail & Online Copywriting & Consulting. Contact Janet at
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