Apply What You Know about Marketing Catalogs
Are you writing a product description or are you writing something that
is specifically meant to generate a lot of interest on a product and
get that product to sell well?
Catalog printing is not something completely removed from the world
of advertising. There are a lot of similarities that you can find among
the different forms of marketing, so why am I picking up so many
obviously written by people who do not realize any of this?
How do I know? I read through these product descriptions that I
suppose do describe the product, but they do it without any hint of
emotion or feeling for the product itself. I sense no excitement or
interest in the words and how they are phrased. Let me ask, if the
person writing the material is not interested than why exactly am I
supposed to be when reading it?
That is the question you need to be aware of and that you need to
be able to answer. Let us compare catalog printing to postcards here,
because I think a strong comparison can be drawn.
What is a postcard supposed to do? It needs to grab a person’s
attention quickly and gets a brief piece of information to them right
away. Companies accomplish this by adding a lot of emotion and a lot of
energy into their postcards. They make sure that they have colorful and
interesting images, and that the writing is as direct as possible yet
still imbued with a natural sense of interest and excitement.
The amount of writing you will do for a postcard is probably going
to be about the same as the amount you will need for each product in
your catalogs, which is why this stacks up so well when the comparison
is made.
Why are catalogs oftentimes viewed differently? I am guessing that
the reason has to do with postcards being a single entity all on their
own. Your success will be entirely dictated by how much people like
that one product featured in a postcard they are looking at. A catalog
is instead comprised of several different parts. This is not a single
product description that you are writing but perhaps fifty or more of
them.
Each description is therefore given less weight and given less
attention when writing. This would not help you sell any type of
product. What you need to do is realize that in order for you to get
lots of people become really excited over your products, each
description has to be written as if that product were the only product
you are promoting and selling.
You need to start going into your writing with this kind of
mindset. Never think about the catalog as a whole when writing the
descriptions, but instead take each one on their own and do your best
to make that particular description as powerful as it can be. If you
can do that than you will start to generate a lot more interest in your
products and your advertising tool.
- Category: