Catalog Copy: How To Start Out

13 years ago

Here's an interview with Jay White on the topic ...

An Interview with Expert Catalog Copywriter Jay White

At the end of the interview, there's an editor's note pitching his course:

"It goes into great detail on how to market your services, and even includes a list of potential clients every month."

Alex

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Jay White

13 years ago

Originally Posted by Alex Cohen

Here's an interview with Jay White on the topic ...

An Interview with Expert Catalog Copywriter Jay White

At the end of the interview, there's an editor's note pitching his course:

"It goes into great detail on how to market your services, and even includes a list of potential clients every month."

Alex

Hey Alex--thanks for the link, but I need to clarify something about that interview...

That was for my product--Catalog Copywriting Secrets--that launched a couple of years ago. But I actually shelved the product to concentrate more on my autoresponder copy training course through AWAI. So any URLs you might see are probably not valid now.

HOWEVER...we just "revived'' this product by teaming it up with AWAI's Secrets of the Catalog Market by Herschell Gordon Lewis (who is, BTW, the king of catalog copy). My focus is on moving from writing for the printed page to the web page. It's all fresh, updated, and was just released a few weeks ago.

I won't post a link here, but if you Google AWAI and catalogs, it won't be hard to find.

Good luck!

JW

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lchiles 13 years ago

Wow. Thanks for all the heartfelt replies everyone.

The thing about catalog copy is that you get so many, it's hard to judge which ones
are stellar and which ones suck. You can tell from some of the writing that man, some are in desperate need of help and others are very, very entrenched in their successful ways

Thanks again.

Lawton
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Vincenzo Oliva

13 years ago

With the rise of digital and the net do they still make catalogs? or do you mean online catalogs? I wouldn't think it would be a good career move to write for hard copy catalogs.

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MikeHumphreys 13 years ago

Lawton,

Jay's a good guy to follow in terms of catalog copy. I've had the pleasure of interviewing him a few times for my Market Your Copy site or other info-products I've done.

IMHO, catalog copy is probably similar to writing radio copy in that you're trying to deliver a powerful message in minimal words.

My house is getting slammed with catalogs lately, so I'm guessing they are still pretty popular... especially if you have kids.

A guy from my local marketing group does lot of radio copy. At my suggestion he put a note put on Omar's Copywriting board.

Here's a link to that post:

Direct Response Copywriter

Hope that helps,

Mike
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- lchiles 13 years ago
  
  Yeah Mike we are getting hit too.
  
  Good to see Williams Sonoma out there as well with their Peppermint Bark
  
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  Introducing Simple Subject Line Secrets...
  A simple 7 minute trick Bond Halbert reveals on video--Use this to write headlines and email subject lines that force people to open your emails. So simple anyone can do this. http://awesome.chilesadvertising.com...ctlinesecrets/
  
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David Babineau

13 years ago

Hi Lawton,

Don't quote me on this, but I believe Ryan Healy has experience in catalog copy, one of his products may even have to do with this.

Cheers,
Dave

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BrianMcLeod

13 years ago

No catalog copy conversation would be complete without reference to J Peterman:

Women's and Men's Clothing, Accessories and Luggage, and One-of-a-Kind Merchandise | The J. Peterman Company

Now, where'd I put those hand-stitched Burmese chaps...

B

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Brian McLeod

Direct Response Copywriting

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lchiles 13 years ago

Some of the finest descriptions anywhere.

Great stuff.
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Introducing Simple Subject Line Secrets...
A simple 7 minute trick Bond Halbert reveals on video--Use this to write headlines and email subject lines that force people to open your emails. So simple anyone can do this. http://awesome.chilesadvertising.com...ctlinesecrets/
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MikeHumphreys

13 years ago

Originally Posted by BrianMcLeod

No catalog copy conversation would be complete without reference to J Peterman:

Women's and Men's Clothing, Accessories and Luggage, and One-of-a-Kind Merchandise | The J. Peterman Company

Now, where'd I put those hand-stitched Burmese chaps...

B

Brian, I agree. J Peterman's catalog is in a league of its own. I look forward to getting their catalogs in the mail.

Me... I've got my eye on their Chesterfield Topcoat this year.

Mike

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Alex Cohen

13 years ago

Originally Posted by lchiles

Got any tips on how to score clients from the actual marketing dept. themselves?

Herschell Gordon Lewis gives a method in this interview ...

Diving Into Catalogs with Herschell Gordon Lewis

Alex

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PracticalCopywriting

13 years ago

When it comes to catalog copy, Clayton Makepeace is the absolute master.

So I'd suggest you check out his programs.

Or drop me a PM and we'll brainstorm for a few minutes on Skype.

Thanks,
Practical Copywriting

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Suzanne Ward

9 years ago

I curious to know how you fared, I'm just starting out in catalog copywriting myself. I took the AWAI course Jay mentioned and it's time to start cold calling...

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Len Bailey

9 years ago

Hi Suzanne,

Not sure how things worked out for Lawton, but I thought I'd chime in to wish you luck. There are still plenty of catalogs in the mail, plus untold websites who use catalog-style copy in their online stores. So don't worry -- the demand is definitely there.

My advice: Get on the mailing lists of those catalogs you'd like to write for. Study the tones, styles, and companies. Many catalogs have their own distinct voice, so you'll give yourself a leg-up on the competition if you can show your copy will fit right in.

And always remember: When writing for catalogs, EVERY word must pay for itself. Space equals money, so the more concise your [compelling] copy is, the better your chances of penning a winner.

Again, good luck!

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Len Bailey
Copywriter/Consultant
Feel free to connect on LinkedIn or Twitter

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FuNwiThChRiS

9 years ago

Also, look into companies who market home healthcare products to baby boomers. They are highly responsive to catalogs and most of the catalogs are direct marketing gold!

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