Catalog copywriters have a tough job; they have to explain detailed products with short descriptions. Catalog writing is almost a form of art, trying to weave details about products into short, snappy prose that is also persuasive. Here are some do's and don'ts to help you create a great catalog.



Do write an attention-getting headline.

No matter how much room you have, even if only for a few words, you need to make the headline catchy and snappy. Use words that get people's attention and will make them want your product.

Do include a letter from the president.

Generally the inside front cover or inside back cover is reserved for messages from the president of the company. This letter should tell the customer all about the company's commitment to its customers, the quality of the products and stress that the customer's satisfaction is guaranteed.

This letter, along with a photo of the president and a signature, adds a friendly touch that makes the customer feel like she has a relationship with the company. Seeing a person's face reminds people that they are dealing with another person's company, not a big, bad faceless corporation.

Do give facts.

Your product descriptions should be as complete as possible. Don't add your own opinion to the descriptions – just give the facts. You can add testimonials on or near the order form, but leave the product descriptions all fact, all the time. The copy should include colors, materials, exact measurements – only things the customer needs to make an educated decision. This isn't to say you can't use persuasive words or fancy product details, but leave the “I” statements for the testimonials.

Don't give all your products equal billing

All of your products should have their dedicated layout space, but give your bestselling products center stage. Use a half page or whole page close to the front of the booklet or catalog for your bestselling items and give your not-so-popular items an eighth or a fourth of a page near the back.

Don't use a headline to describe the product

The headline should be used as a catchy way to pull people into the page, not just as another place to describe the item.

Don't hide your phone number

Put your phone number on every page so customers don't have to search for it. This makes it convenient for the customer and you can catch those people who might change their minds while searching the catalog for your phone number.

Don't forget your discounts

If you have an item on sale in your store, consider matching it in your catalog. Some catalog marketers actually do the opposite to boost catalog sales and make an item on sale through the catalog only. Whatever your discount, make sure it's prominently displayed on the cover of your catalog or booklet.

Don't clutter your pages

If you put too many products on a page, your design will look cluttered and the page won't be appealing to look at. If people turn the page because they don't want to take the time to look through all the graphics and text, you can lose major sales.

Don't forget a call to action

Make sure you tell the customer to fill out that order form and mail it in right away or to call you to get a special discount.