Video: Lands’ End Copywriter Reads Catalog Copy

We love hearing from our readers, and we especially love it when they share something fun. So we loved the email we received today from Jeff Sawyer, group creative director at Lands’ End.

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Multichannel Merchant
Multichannel Merchant
Multichannel Merchant
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Sawyer wrote to thank Matthew Fey, a strategic copywriter with J. Schmid & Assoc., for mentioning Lands’ End in an article he wrote for the current issue of Multichannel Merchant, “Rewriting the Rules of Catalog Copy.”

“There’s an ongoing debate out there about whether people still read catalogs,” Sawyer wrote in the email. “We think they do, but just in case, we asked one of our writers to read it to them. Which he does, adding his own spin, in a series of videos…”

Like this one:

Great job by Sawyer and his team. While the video may cater to old-school catalog copywriters, “Bob” also teaches Lands’ End fans a thing or two about – in this case – the difference between chinos and khakis.

Who knew?

Oh, and Lands’ End does pitch the product Bob is describing by reading the catalog copy. But it’s so subtle that it does make you go to to shop.

I look forward to watching the rest of the video series.

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