Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Catalog Marketing 101 (5 of 8)

972 views

Published on

Catalog Marketing 101 - Catalog Copy
In this tutorial, you will learn what makes effective catalog copy and the important guidelines for writing catalog copy. Catalog copy has to sell. Once the product picture draws the readers attention, the copy is the deal closer. You not only have to know "word that sell," but you have to know all of the rules for writing copy. There are also differences between writing B2C and B2B catalog copy. The tutorial gives you checklist to make sure you are writing the most effective copy you can to help sell your products.

To download visit http://www.dwsassociates.com/marketing-tools/whte-papers-tutorials/tutorials/catalog-marketing-101/

Published in: Business, News & Politics
  • Be the first to comment

Catalog Marketing 101 (5 of 8)

  1. 1. Catalog Marketing 101 Workshop By Dudley Stevenson, Mark Eubanks (651) 315-7588 Catalog Marketing 101 Workshop 1
  2. 2. Table of Contents • Part 1 – • • • • • • • Catalog Marketing Overview & E-Commerce Synergy Part 2 – Front & Back End Marketing Part 3 - Catalog Merchandising Part 4 – Catalog Creative & Design Part 5 – Catalog Copy Part 6 – Catalog Production Part 7 – Management, Financials & Analytics Part 8 – Operations & Fulfillment (651) 315-7588 Marketing Planning 101 Workshop 2
  3. 3. Catalog Marketing 101 Part 5 Copy (651) 315-7588 Marketing Planning 101 Workshop 3
  4. 4. Copy Guidelines • • • • • • • • • Pick one copy style and stick to it. Avoid the use of non-descriptive words like “comfortable,” “beautiful.” Write the copy in color, not black and white. Keep the copy simple, don’t overcomplicate it. Keep the copy clear and understandable. The catalog should have an overall branding message from both a copy and design perspective. The catalog needs to have strong headlines, subheads and powerful and descriptive first sentences. The copy needs to be spell binding and create an emotional desire that will drive a customer to purchase. The catalog should have a tag line on the cover. The feature copy needs to be conversational and direct. (651) 315-7588 Marketing Planning 101 Workshop 4
  5. 5. Copy Guidelines (cont’d) • • • • • • • • The copy needs to use sentiments to emotionally involve the customer. The copy needs to sound like it’s coming from a friend or family member in tone. The copy and catalog need to invite the customer into a setting or lifestyle that wraps them in an environment they want to be in. The copy should speak to the customer’s current experiences (demographics) or their desired experiences (psychographics). The copy needs to be descriptive not bland, matter of fact in tone. The copy should use words that sell. The copy should make use of “you” instead of “me” or “we,” as much as possible unless you are using the “jes’ folks,” down home personality” or “I’m the greatest” copy approach. The catalog should use a consistent pricing presentation. (651) 315-7588 Marketing Planning 101 Workshop 5
  6. 6. 14 Kinds of Catalog Copy 1. 2. 3. 4. 5. 6. 7. “Jes’ folk copy “Down home personality copy “You-you-you” copy “Shout” copy “Quietly upscale descriptive” copy “Image all the way” copy “Touchstone” copy (651) 315-7588 8. 9. 10. 11. 12. 13. 14. “Narrative” copy “Minimalist” copy “All the facts” copy “Information / educational” copy “Snob appeal” copy “I am the greatest” copy “Plain vanilla” copy Marketing Planning 101 Workshop 6
  7. 7. Words That Sell • Free • Last chance • Easy • Offer • Guaranteed • Help • Suddenly • You • Now • Love • Compare • Thank you (651) 315-7588 Marketing Planning 101 Workshop 7
  8. 8. The Six Types of Headings • Basic nominative • Romantic nominative • Positioned nominative • Basic descriptive • Romantic descriptive • Positioned descriptive (651) 315-7588 Marketing Planning 101 Workshop 8
  9. 9. Sell the Benefits • Sell the benefits, not the features • The Benefit, Benefit, Benefit Principle - three states of benefit 1. Make a statement specifying superiority over others. 2. Relate that superiority to your target-reader. 3. Tell the target-reader how that superiority will bring dramatic improvement to his/her life, career, business or image. (651) 315-7588 Marketing Planning 101 Workshop 9
  10. 10. Effective Catalog Copy • Is your copy in the right, the • • • • best and the most logical order? Is the copy persuasive? Is the copy complete? Is the copy clear? Is the copy consistent? (651) 315-7588 • Is the copy accurate? • Is the copy interesting? • Is the copy believable? • Have you included all the necessary “boilerplate” copy? • Is it easy to place an order? Marketing Planning 101 Workshop 10
  11. 11. B2B Catalog Copy • When Writing Your Catalog Copy, Keep in Mind These Six Primary Reasons Why Business Customers Buy From Catalogs – – – – – – • To save money To be right To make money To get something for nothing To fulfill a need To solve a problem Other reasons why businesspeople buy from catalogs: to save time, for convenience, to feel important, to gratify curiosity, to take advantage of opportunities, to avoid effort, to make work easier, to avoid embarrassment, to be the first to try a new product or service, to be exclusive, to avoid salespeople. (651) 315-7588 Marketing Planning 101 Workshop 11
  12. 12. B2B Catalog Copy (cont’d) • • • • • • • A good catalog tells and sells with copy basics Use colorful, descriptive language Use precise language Use specific language Use descriptive heads and breakers Make it easy to order Stress benefits, benefits, benefits (651) 315-7588 Marketing Planning 101 Workshop 12

×