The first paragraph of an article is a summary of its content, designed to capture the reader's attention. This article provides a comprehensive guide on how to write compelling copy for online catalogs. It delves into the importance of product placement, space allocation, visual aids, and ad copy in creating an effective catalog. It also offers eight valuable tips for writing catalog ad copy, emphasizing the need for concise, product-appropriate copy, visual aids, buyer reassurance, value addition, and easy ordering processes.
One commonality in most ad copy is that it's written for a single primary product or service. However, writing copy for online catalogs can be a different ball game. Online catalogs are a popular medium on the internet, but only a few website owners do justice to their catalog copy.
There are various types of catalogs, some featuring all products a company sells, while others focus on a specific product line or a selection of items chosen based on certain criteria. Regardless of your website traffic or email list subscriber base, the three most crucial parts of a catalog are:
While ad copy may not be the most important part of the catalog, it directly influences the other parts. Without compelling copy, the other key parts of your catalog have to work harder to be effective.
The primary consideration for most offline catalogs is space. However, this is usually not a concern for online catalogs due to the low cost of server space. Despite this, the reader's attention span remains unchanged. If you're offering a large number of products, keep your copy short and to the point. Catalogs with fewer products can afford to write longer, more in-depth copy. Remember, more copy does not necessarily mean better copy.
The type of copy you write should match the product and audience. For instance, you wouldn't use down-home, earthy copy to promote ball bearings. However, this approach could work for personal items or a product/service that reflects a change in your home.
The format of your copy should also consider the type of catalog you're writing for. Some catalogs are used as a sales aid, requiring a more direct, hard-hitting type of copy. Order catalogs would be more straightforward, citing features, advantages, and benefits in a more orderly and less flashy manner. Promotional catalogs, on the other hand, would require a more persuasive and dazzling approach, similar to writing headlines.
Visual aids such as graphics and photos play a crucial role in your copy. Graphics and animations can create eye-catching lead-ins to your copy, while photos or illustrations should be used to display the product.
Make your readers comfortable with ordering from you. Money-back guarantees are invaluable on the internet. This is the number one request from buyers. They want a guarantee that they won't be ripped off. Another significant concern for catalog and internet purchases is dealing with a faceless seller. Reassure your buyer by mentioning names. Name other firms or clients that have used your service. Photos also play an important part. If the buyer can see you, they feel closer to you.
A key to ad copy, including catalog copy, is to show your buyer how your product will save them money or benefit them more than your competitors' product or service. Power words like "Lowest Prices", "Now Discounted", "Revolutionary Product", or "New & Improved" convey this important thought. However, it takes more than just a couple of attention-grabbing power words; it still takes great copy to support them.
Unlike turning pages in a catalog, navigating an online catalog can be much more involved. Always make it possible for your buyer to locate the product in two or three clicks. Page load times should also be kept to a minimum. Your goal is to host visitors that are here to buy, not to be entertained. Keep your flashy Java Modules, Javascripts, DHTML Time Lines, and Page Graphics to a minimum. Your pages need to load at the peak of efficiency, just like turning a page.
Even catalogs can benefit from content. The internet is all about information. Use content as a draw to attract targeted prospects to your catalog. Offer extras! There is nothing new about offering your buyers "FREE EXTRAS" for purchasing your products. FREE Extras could be slow-moving or stagnant products, a how-to guide, a toll-free number, free delivery, or free product support.
Just as any other website, the opening page or cover page to your catalog should begin the selling process. You have to have an opening page that says "Open Me, I'm Worth It!" Whether true or not, a dull cover conveys the appearance of dull products.
Make ordering easy. Keep your form to the minimum requirements, clear, and easily understood. If you must have demographics, ask for them after the purchase. Accept Credit Cards. Except for very limited product lines, you must accept credit cards to survive.
The Internet Shopping Arena is growing at unbelievable speeds, literally destroying old name businesses that deny the Unbeatable Force of that we call "The Internet". Every day more and more people turn to Online Catalogs to fulfill their shopping lists. Is your online catalog up to snuff? Only your web surfers know for sure!
Here's to your success!
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