Catalog Copywriting

I don't write catalog copy, so I won't be telling you what you should do. Luckily, a respected colleague of mine can do the job better.

I will, however, tell you what you should NOT do.

Don't put up a site with a bunch of items without explaining the purpose of your site. Here's a good - or should I say bad - example:

www.whitewabbitsgifts.com

No offense to the people who created that site. I'll bet they're very nice people. But there seems to be no rhyme or reason to the site. And there's no copy telling people what kinds of items they'll find there or what's unique about the site. They carry gifts and novelties, but there doesn't seem to be anything more specific about what they carry.

Be sure to acclimate people to your site. If you own Macy's, you don't need to explain anything. If you're like most of us, you do.

Here's a better example:

www.sumiche.com

Now I don't understand why they don't mention that they specialize in wedding and engagement rings, but that comes across well enough. And the background is a little too dark for the text, but that's another subject entirely. In fact, this site makes me want to go out and find a fiance! Now if only ordering were a little easier. But you'll be sure it is on your site, won't you?

How to write catalog descriptions

I'm so glad someone I respect has already written about this subject. Marcia Yudkin was my first copywriting teacher. She has enormous talent and integrity. She's written two articles on writing catalog copy:

Writing Effective Catalog Copy or Web Copy Can Be Fun!

Spruce Up Boring Product/Service Descriptions With Variety, Voice and Verve

I wish I knew more catalog copywriters so I could refer some to you. As of now, I know one fantastic catalog copywriter. She specializes in gourmet food copy. Her name is Suzanne Ryan and you can reach here here:

Suzanne Ryan, the Gourmet Copywriter