Is your copy trying too hard?
One man’s meat is another man’s poison. And as catalog copy becomes more and more hypertargeted, two circumstances become more and more apparent. The
Herschell Gordon Lewis
The 10 BEST Catalog Copy Headlines
As every reader of this publication knows, catalogs use one of four standard headings:1. Name the product.2. Describe the product “phylum.”3. Describe
The Huh? Syndrome is still with us
Hard to believe. Printed catalogs are up to their eyeballs in competition…from the Web, from newcomers, from revitalized retailers, from discount malls.
Why good catalog copy is so tough to write
As a pilgrim who has wandered for scores of years through the fertile valleys (and inhospitable hills) of both direct marketing and catalogs, I’ve come
The annual best and worst catalog copy
For some years, I’ve screwed up my courage and followed the happy holidays with opinions-some civilized, some savage. This year, I’m nonplused because
Cool description or enthusiasm?
Assuming your database is reasonably accurate, you also can assume that the people to whom you send your catalog-be it consumer or business-are getting
Mostly roses, a few weeds
I’ll venture a dangerous opinion: Year after year, the copy in those catalogs chosen as Annual Catalog Award winners has been getting progressively more
Three Trends that will drive Creative
As the catalog industry marches with increasing good health toward the 21st century, three separate creative trends are becoming noticeable. What makes