What's one of things that most of your ad copy has in common?
You write your copy for one primary product or service.
Since most of ad copy is done in this manner, you may find that writing "Great" Catalog Copy is a little different. Online catalogs are a very popular medium on Internet, but unfortunately there are only a handful of web site owners who give their catalog copy any justice. Even though we have grouped this copy lesson into catalog copy, there are several different types of catalogs to consider. Some catalogs feature every product that their company sells, while others focus on a specific product line or specific selection of items chosen for a particular criterion.
Aside from your web site traffic or email list(s) subscriber base, three most important parts of a catalog are:
1) Product Placement in catalog. 2) The Amount of Space you give each product. 3) Graphics, Photos or Illustrations used. 4) and of course, The Ad Copy.
While ad copy is not most important part of catalog, it directly affects each of other parts. Without great copy, other key parts of your catalog have to work that much harder to be effective. This article provides some tips on writing more effective "Catalog Copy".
Here are my Top 8 Tips for writing Catalog Ad Copy:
1) Match amount and format of your copy to your catalog.
While major consideration of most offline catalogs is space, this is usually not a worry for online catalogs due to low cost of server space today. Unfortunately, reader's attention span has not changed. If you are offering a large amount of products you will want to keep your copy short and to point, while catalogs with few products can afford to write longer, more in-depth copy. Keep this in mind: More copy does not necessarily mean better copy.
Write copy appropriate for product. You don't write down home, earthy copy to promote ball bearings. You could, on other hand use this approach for personal items or a product/service that reflects a change in your home. Match type of copy you write to product and audience.
Another consideration in format is type of catalog you are writing copy for. Some catalogs are used as a sales aid, which would require a more direct, hard punch type of copy. Order Catalogs would be more straightforward, citing features, advantages and benefits in a more orderly and less flashy manner. Another words, get information out there in most favorable light, but keep it brief. This is not to say that it should be boring. Copy still has to move prospect to action. Still another may be a promotional catalog, where you are setting stage for a move to a "For more information, click here" page. Here you would keep copy short, but would use a more persuasive and dazzling approach, Like writing headlines. Again, because space is not a concern for most catalog webmasters, this is best approach for catalog sales on Internet.
2) Visual Aides, such as graphics and photos play an important part in your copy. Each has it's own use and should be thought of in that sense. While graphics and animations can create eye-catching lead-ins to your copy, they would not be used to display product. Think about it. Would you be more likely to click on a product that has cartoon look of a graphic or actual likeness of product? The same applies to displays or packaging. Remember use graphics to draw attention and photos (or illustrations in some cases) to present product.
3) Make your readers comfortable with ordering from you. Money back guarantees have no substitute on Internet. This is number one request from buyers. They want a guarantee that they won't be ripped off. Another one of biggest foes of Catalog and Internet Purchases is fact that people have to deal with a faceless seller. Reassure your buyer by mentioning names. Name other firms or clients that have used your service. They need not be famous people or companies. Here's a testimonial from Martha. The buyer doesn't know Martha from dirt, but because Martha liked product or service, your prospect feels a little more at ease. Again, photos play an important part. If they buyer can see you, they feel closer to you. "You" being yourself, staff clips or for that matter photos of anybody. A letter from President of company written to buyer in a personal form is a big helper too.
4) A key to ad copy, including catalog copy is and always will be to show your buyer how your product will save them money or benefit them more than your competitors product or service. "Lowest Prices", "Now Discounted", "Revolutionary Product" or old standard "New & Improved" are all examples of Power Words that convey this important thought. For more Power Words check here . But of course it's more than just using a couple of attention grabbing power words, it still takes great copy to support them.