Catalog Sales Style?

16 years ago

Herschell Gordon Lewis is a master of catalog copy. He wrote a
book about it called "Catalog Copy that Sizzles", also another
one called, "How to Write Powerful Catalog Copy".

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colmodwyer

16 years ago

It depends what you're selling but most companies (in info-marketing certainly) still have tasty sales letters for each of their products... Take the Makepeace site for example, he probably has 20 plus products and there's a decent sales letter for each - heck he's even got headlines for everything too!

Many products doesn't automatically mean less copy.

Colm

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Jason Dolman 16 years ago

David,

Jay White has a free audio and subsequent course you can check out here:

http://www.catalogcopywritingsecrets.com

Jason
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- zapseo 16 years ago
  
  You should be able to see how the Stompernet Boys run their sites, which are basically "catalog"-style sites.
  
  Brad Fallon's site "should be" #1 for Wedding Gifts in Google
  Andy Jenkins has a site that sells tapestries and another site that sells armory.
  
  If you do a google search, you should be able to find the actual URLs.
  
  How products are sold -- including the kind of headline used ("if any") is dependent upon a number of factors. One of the factors is the "maturity of the market" -- and Eugene Schwartz' "Breakthrough Advertising" defines and describes this concern beautifully.
  
  i've gone through Herschel's course and Jay's course -- both. Both are excellent, although they might not precisely address the question you are asking.
  
  Perry Belcher (aside from his problems with the ftc & others about WHAT he said in his advertising) sold many products with a relative miniscule amount of copy (compared to most IM sales pages, for instance.)
  
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  John_S 16 years ago
  
  This is also known as online visual merchandising, you may want to do a search.
  
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  Loren Woirhaye 16 years ago
  
  My favorite catalog is the J. Peterman owner's guide that
  you can get in the mail. It's all about finding the romance in
  - and often creating a story or ambience around - products
  which don't have a lot of intrinsic excitement value in the
  actual thing.
  
  Worth checking out for ideas.
  
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  AnarchyAds Banned 16 years ago
  
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  David Neale 16 years ago
  
  Thanks very much to all of you. Every one of the replies was helpful.
  
  I'm going to put a new product page up on my site over the next day or so and I'll post it here. I'm hoping some of you wont mind critiquing it.
  
  I found this page using a link on the website of John_S.
  
  Jewelboxing - Super Jewel Box Packaging System - CD and DVD Cases
  
  I think that could work well on a site with several products also. My page would have less content and might contain a 30-45 second video but I do like this page... at least that's the plan at this point.
  
  Thanks again all.
  
  Thanks
  
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  David Neale
  
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Collette

16 years ago

Originally Posted by David Neale

But what about a more traditional multi-page website that may have twenty products or services for sale?

No headlines or story or even urgency may be appropriate. I'm thinking it would be closer to the writing used in catalogs?

Depends on what you're selling. Not every product/service needs a 16 page sales letter.

Originally Posted by David Neale

If a copywriter has one hand tied behind his back by not being able to use some of the sales techniques he usually does what is he left with?...

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The jewelbox example you posted uses many of the sales techniques common to good sales letters. A few highlights:

Create Professional-Grade DVD and CD Packages
with the Jewelboxing System. [immediately identifies target market. Not for the "casual" artist. Promises a turn-key solution]

We are professional designers [establishes expert credentials] who were unsatisfied with the materials [identifies common problem, and creates empathy] available for packaging our DVDs and CDs. We created Jewelboxing to allow individuals to produce a short-run of high-end packages and to give them the freedom to concentrate on the most important part of the job, the creative. [Bonding words demonstrates knowledge of the target market. What artist doesn't think the most important part of the job is the creative?] We've chosen the Super Jewel Box™ King and Standard cases, created complementary components of the highest quality and made precise design templates for virtually all major design and publishing software programs.

Then, we put it all together [One-stop solution! Yeah!] so it's easy and affordable [Cheap, too! Yeah!] for individuals to create movie and music-sized disc packages that exceed the look and feel of those produced commercially. [You mean I can LOOK like I'm the playa I know I am, without having to drop big ching??. For reals? Sweeet!] Among other nice things, MacUser Magazine [Casual big name dropping for more credibility] in the UK said of Jewelboxing, "it's a remarkably quick and convenient way to create highly professional containers for your projects." [Testimonial from a credible source]

Beyond all that, the sturdy construction, high-quality hinges, and sleek, modern design [Specificity. We're not just telling youthis is a pro-quality product. We'll tell you EXACTLY WHY it's a pro-quality product]of the Super Jewel Box™ King and Standard will convince you the moment you hold one in your hands.[Future pacing with a little NLP thrown in for good measure] And that's guaranteed. [Working up to the close. Time to begin removing risk.]

Whenever we hand a client or a friend [Social proof AND lowered risk. This stuff is so good, people already pay for it. And we wouldn't let our friends be without it, either.] one of our own [We walk the talk. We use our own product.] CDs or DVDs packaged in a Super Jewel Box case with the Jewelboxing™ System, it [Let me tell you a story...] takes a while to get to the actual presentation. They pass it around, open it up, turn it over and inside out. They say they've never seen a case like this before and, frequently, they ask where we got it or how we made it. That's why we started Jewelboxing.

As designers [We're experts, remember?] we know how much work goes into a presentation, portfolio or showreel. We also receive hundreds of promotional discs at the studio and even if the work inside is terrific, the packaging rarely does the content justice. [Very nice. Very smooth. Flattery and "we feel your pain" empathy.]

Your disc, whether it contains video, photos, music, code or whatever, represents you. It has to stand in for you when an employer, client or jury is evaluating (your) work, and it goes without saying that a good first impression is critical. [Let me remind you what's at stake here if you DON'T buy this Jewelbox System: Your big break... your entire career... your future as a successful, respected and recognized artist... all lost because of ONE crappy first impression from a cheap, crappy jewelbox...]

***

Takeaway: Powerful sales techniques can be, and are, successfully adapted to any product, service, or market - when the copywriter knows what he/she is doing.

Words don't have to be overheated to make an impact. The BEST stuff (Bencivengia springs to mind) is very smooth, very subtle, and very effective.

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IRON_STRONG

16 years ago

might i also add that if you are looking for a certain book, a specific wedding gift a peaice of sporting equipment, or article of clothing you dont need a sales page to sell you on it?

i mean if i wanted a new pair of cleats for the p coming season and i got brought to a page with 10 pages of text i would trn righ around.

my point being selling physical merchandise that people already have an image of in their minds is way different then trying to convince someone to buy an informational product. look at amazon.com theres no sales page for each product, just a short description a good sale price and nice pic's.

two completely different worlds IMO

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David Neale

16 years ago

In particlular what I am looking to do is not about physical products. Although I use the word catalog it was only meant to identify a certain style of copywriting.

For example; a company sells SEM services that have ten products/packages. Let's say one product is "on page SEO" and they price it per page... say $99 per page.

Now typically the company selling this service would simply list everything they would do for the fee. Check title tags, alt tags, internal linking structure. H1 and bold emphasis etc. etc.

The page selling the service is not really looked at as a sales page but rather a decriptive or informational page. You pay us $99 and we will do this.

I was investigating if a style of writing exitsted that fell somewhere in between the simple, boring listing of services and the full blown sales letter. I felt possibly catalog writing might be that style. Even though catalogs typically sell physical products there should be no reason that that style could not be used on a website selling service products.

I work with many clients and their websites. I've tried for many years to convince them that the writing of their site is really more important than the graphical design of their site. Nobody ever really gets it.

Even I fall into the same trap as my clients. I think it's because writing a great website is really harder for the owner than just getting a nice design done.

For one thing the writing requires a lot of work on the client side. For example asking the client (or yourself) "what is you unique selling proposition?" "why should somebody choose you over your competition?".

In all the years I've tried this I have never had one single clients be able to answer. To be honest I'm in the same boat for my own company. It really is a soul searcher.

From the posters here on this thread I think this can be done. Not only well written "mini" sales letters using a subtle but definite call to action but also including images and video that support the message.

Back to the on page SEO service for $99 per page. Assuming this was written in a peruasive, call to action manner and also supported by visuals that provided a type of proof I'm guessing that page would generate a lot more sales than the typical product/service page.

A graph depicting increased traffic, a screenshot of improved stats, a video or written testimonial. Visuals like these along with the persuasive writing is what I'm hoping to do.

Originally Posted by IRON_STRONG

might i also add that if you are looking for a certain book, a specific wedding gift a peaice of sporting equipment, or article of clothing you dont need a sales page to sell you on it?

i mean if i wanted a new pair of cleats for the p coming season and i got brought to a page with 10 pages of text i would trn righ around.

my point being selling physical merchandise that people already have an image of in their minds is way different then trying to convince someone to buy an informational product. look at amazon.com theres no sales page for each product, just a short description a good sale price and nice pic's.

two completely different worlds IMO

Thanks
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David Neale

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zapseo 16 years ago

Finding a person or a product's USP is something I work on with many of my clients -- whether I actually call it that or not.

It's simply, like you say, finding the reason why someone would want to purchase from them than someone else.

And it's something I really get a kick out of.

Everybody has a story, their story makes them unique.

If I were having difficulty convincing someone that they need (or have) a USP -- I'd point out that if they don't, their business doesn't really have any viability. (Think about it.). If there is nothing to distinguish them, then they are in a "commodity" business where the lowest price gets the business -- and we've seen where that's put us in our economy.

Every sales success, every business success, is a story of a USP. Of finding and defining that unique "niche" that only they can occupy.

Someone said if you are looking for a physical product, you don't need tons of copy. It all depends upon your angle. Growing up in Los Angeles County I was enamored in my teens and twenties of a Tire Store --of all things. The Tire Store was named "The 4 Day Tire Store" -- because they were open only 4 days a week. They explained why in their ads, and how that made it possible for them to sell tires for less. Every week in the Los Angeles Times they ran a (smaller than 1/4 page, but not tiny) print-dense display ad (but not "advertorial" -- they had their name & logo "loud & proud". ) This print-dense ad was chock-ful of information on different tires and what to look for, etc. When I went out to buy tires, I went to 4 Day Tire. When I moved to Northern California, I looked for 4 Day Tire stores to buy from. BRILLIANT advertising. Brilliant enough that I remember them after 30-40 years.

The idea that "copy" is only what you read in the long sales letters is understandable, but copy is everywhere. In fact, I'd be quick to point out that "writing copy" is not necessarily the same as "direct response copy". Stellar copywriter Matt Marshall worked for an ad agency (before he was fired and Harlan Kilstein told him to use the circumstances to start his freelance career). He commented at one point about talking -- after he was gone from the ad agency -- with some of his former copywriting co-workers from the agency. He commented that they didn't know even the basics -- stuff we direct response copywriters take for granted. Yet their occupational title was "copywriter".

Copy takes a variety of forms from AdWords campaigns, to autoresponder messages, to the more well-known squeeze pages and salesletters. I've even been hired to just write headlines. (Smart idea, that! Often I suggest an angle for headlines in my copy critiques and my clients run off and use them and make sales, LOL. My critiques are actually cheaper than what I charge for coming up with headines, LOL.) I've been hired to re-write a ton of articles in the financial services industry, simply to give them some of that "direct response" flavor, but without hitting the reader about the head with 20 pt red tahoma headlines. (And paid well, btw.) It's all copy.

BTW -- Collette -- nice analysis on the copy.

Live JoyFully!

Judy Kettenhofen, Profit Strategist/Copywriter
NextDay Copy
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IRON_STRONG

16 years ago

Originally Posted by David Neale

In particlular what I am looking to do is not about physical products. Although I use the word catalog it was only meant to identify a certain style of copywriting.

For example; a company sells SEM services that have ten products/packages. Let's say one product is "on page SEO" and they price it per page... say $99 per page.

Now typically the company selling this service would simply list everything they would do for the fee. Check title tags, alt tags, internal linking structure. H1 and bold emphasis etc. etc.

The page selling the service is not really looked at as a sales page but rather a decriptive or informational page. You pay us $99 and we will do this.

I was investigating if a style of writing exitsted that fell somewhere in between the simple, boring listing of services and the full blown sales letter. I felt possibly catalog writing might be that style. Even though catalogs typically sell physical products there should be no reason that that style could not be used on a website selling service products.

I work with many clients and their websites. I've tried for many years to convince them that the writing of their site is really more important than the graphical design of their site. Nobody ever really gets it.

Even I fall into the same trap as my clients. I think it's because writing a great website is really harder for the owner than just getting a nice design done.

For one thing the writing requires a lot of work on the client side. For example asking the client (or yourself) "what is you unique selling proposition?" "why should somebody choose you over your competition?".

In all the years I've tried this I have never had one single clients be able to answer. To be honest I'm in the same boat for my own company. It really is a soul searcher.

From the posters here on this thread I think this can be done. Not only well written "mini" sales letters using a subtle but definite call to action but also including images and video that support the message.

Back to the on page SEO service for $99 per page. Assuming this was written in a peruasive, call to action manner and also supported by visuals that provided a type of proof I'm guessing that page would generate a lot more sales than the typical product/service page.

A graph depicting increased traffic, a screenshot of improved stats, a video or written testimonial. Visuals like these along with the persuasive writing is what I'm hoping to do.

I see david... i know exactly what you mean. i personally belive that type of website looks more proffesional, and i also belive it takes more skill and expertise to sell someone with 500 words as opposed to 5000.

i also know that there are hundreds and thousands of companies that sell more product and service than any IM'r and they use no sales pages just expert written short catalog style copy with a great looking site, and wonderful testimonials.

my 2cc's

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Collette

16 years ago

From David:

"....well written "mini" sales letters using a subtle but definite call to action but also including images and video that support the message."

And - voila! - you have a site that sells.

This is where specialists in direct response have an edge over the "Will-write-for-money" copywriter; direct response copywriters understand that design and copy MUST work together to achieve the highest conversion rate possible. "Regular" copywriters don't have a clue.

Good direct response copywriters understand how human emotions drive buying decisions - and in particular, which emotions will drive the buying decision for THIS particular product or service. And they know good design, even if they aren't designers.

Good designers (designers who understand that design should ALWAYS have a purpose) understand which visual elements work best for triggering the specific emotions that lead a viewer to take a specific action. And they understand the need for good copy, even if they failed 5th grade English.

Put a good copywriter together with a good designer and you're already ahead in the race for profits.

I've seen far too many online hopefuls focus place waaaay too much focus on a flashy design that has nothing to do with the purpose of the web site or sales page.

P.S. Thanks for the props, Judy!

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zapseo

16 years ago

Originally Posted by Collette

From David:

This is where specialists in direct response have an edge over the "Will-write-for-money" copywriter; direct response copywriters understand that design and copy MUST work together to achieve the highest conversion rate possible. "Regular" copywriters don't have a clue.

Good direct response copywriters understand how human emotions drive buying decisions - and in particular, which emotions will drive the buying decision for THIS particular product or service. And they know good design, even if they aren't designers.

P.S. Thanks for the props, Judy!

You are most welcome, Collette!

Now -- could you more fully describe the various species of copywriters you reference above (the ones I've emboldened.) I mean, I know what a "direct response copywriter" is -- but not quite sure how you are distinguishing that person from a "will-write-for-hire" and "regular" copywriter? I'm feeling like I should know ... I'd just like a few more clues to make sure we're on the same wavelength.

Live JoyFully!

Judy Kettenhofen, Profit Strategist/Copywriter
NextDay Copy

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Collette 16 years ago

Sure... with the caveat that this is my opinion (and you know what they say about those!)

A "will-write-for-hire" writer, or a "regular" writer is anyone who can string sentences together in a competent manner. A "copywriter" is a writer who specializes in the kind of writing designed to convince and persuade people to take a specific action.

A "regular" writer writes anything and everything - articles for both online and offline sources, ghostwriting, term papers, basic web copy, cereal box information, the instruction manual for your DVD player... stuff that requires clear, cogent communication, but not necessarily sales skills.

A copywriter writes (or should write) to create a motivating desire (for a product, a service, a brand concept, an idea, an image, whatever) in a group of people that causes that group of people to take a desired action (sign up for a subscription or information, call a store, cut out a coupon, enter their credit card information in little boxes, call or write their congressional reps to chew them out about the $700 billion bailout, write a check for baby seals, whatever).

To be a good "regular" writer, you just need a decent grasp of the language, and an ability to communicate. To be a good "copywriter" you need to understand sales, marketing, and psychology. To be a good direct marketing copywriter, you should also understand graphic design principles, readibility principles, and online usability.

Don't get me wrong - I'm NOT dissing "regular" writers. I started as a regular writer, and did just fine. There's plenty of work for regular writers, and plenty of people who make a very comfortable living doing nothing but regular writing (in fact, I've been told that writing instruction manuals for DVD players can pay quite well).

But I DO find frustrating the glut of people who call themselves "marketing" and "sales" "copy"writers without a shred of qualification. Who don't know a single basic marketing principle, or who have never sold anything, not even a box of Girl Scout cookies.

To them, copywriting consists of screaming 56-word headlines in 28 pt red font, enough cliched phrases to make any working brain cannibalize itself, complete sentences composed of ALLCAPS, and such a lavish use of yellow highlighting it would make the Wizard of Oz homesick. And with such powerful weapons at their disposal - only a sucker would bother to do any research into the target market or the competition. Nah - just slap another "Who Else Wants..." headline up and you're golden.

Worse, these posers have no interest in learning the stuff they need to learn to actually BE a "copy"writer - so they can provide actual value to their hapless clients. Because Gene Schwartz is like, really boring. And David Ogl-who?

Gives the whole field of copywriting a bad name.

I can't tell you the number of times I've been approached (online and off) by people who say they want to be copywriters... all their friends say they write really well... and can they write for me....

Yet, when I ask what authors they like, or what marketing books they've read...

* :confused: *

(hell, I've actually had people tell me they don't really like to read)
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marciayudkin

16 years ago

Originally Posted by David Neale

We see a lot written about sales pages. Get that. But what about a more traditional multi-page website that may have twenty products or services for sale?

No headlines or story or even urgency may be appropriate. I'm thinking it would be closer to the writing used in catalogs?

Anybody know a resource that specializes in this type of copywriting? Any teacher known for this?

David,

Just because there are 20 products for sale at a web site doesn't mean that you have to abandon long-form sales letter techniques. Each product should have as full a product description as you would normally create.

However, if you have 200 or 2000 products for sale at a site, then it is more comparable to catalog writing. Keys to catalog writing include:
* Highlighting the benefit and usefulness of the product
* Stoking the reader's imagination about how they'd use it/enjoy it
* Including all the practical details someone needs to know to make a decision (this is MUCH harder than it seems)
* Ending with a snappy call to action

If you do decide to learn catalog writing, the best way is to collect some catalogs in different niches and study them. You'll quickly notice certain patterns and tricks. For example, "The widget's feature X gives you benefit Y." There are at least 16 different ways to phrase this connection, and it forms the foundation of catalog copy.

To learn more, see my manual, "73 Ways to Describe a Widget: Never Be Brain Dead Again When Having to Write Catalog Copy or Sales Material," at www.yudkin.com/catalog.htm .

Good luck!
Marcia Yudkin
Copywriting Mentor
http://www.yudkin.com/become.htm

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Johnny12345

15 years ago

Before you write a single word of catalog copy, search the web for pages from Drew Kaplan's "DAK" catalog. It's some of the best copy EVER.

Johnny

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wordwizard 15 years ago

I just found this thread. What a wealth of information!

Great example catalog suggestions.

And Collette's analysis of the jewelbox example is priceless! Makes
me wish I still had my color ink printer (now switched to B&W laser).
so I could print it out in full color.

Thanks so much!

Elisabeth
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J. Barry Mandel

15 years ago

Ya gotta see this...

Ling popped into the WF a while ago, but I didn't forget her site and neither will you if you never saw it before Car Leasing, PCP, Lease Cars, Contract & Lease Hire from Ling at LINGsCARS

What's so amazing is her site looks like a blazing mess, but she's incredibly successful apparently.

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