BTT | Blog The Tech

It’s a fact that catalogs are becoming more specialized. The old Sears catalog formats no longer works. Even if your current catalog markets to a broad niche, you may want to re-think your approach. In a very technical and demanding world, today’s catalogs are targeting the niche within the niche. This very profitable change also demands the catalog copywriter to be able to speak the language of the micro-niche.

Speaking to your customer in a friendly, knowledgeable, and encouraging way happens only if the writer understands their needs, their desires, and the emotions that motivate the call to buy. Even if you’re not like your customer, with a little research and thought you can come to know your customer just as though he were your best friend.

Getting to know your customer intimately will help you understand their priorities, “speak their language”, and talk (write) to them on their level, not what you perceive their level to be. If you try to imitate this feat, you’ll fail.

Whether you’re writing for a catalog, or speaking face to face, it quickly becomes apparent if you don’t know where your prospect is in relationship to your product. One way to learn more about your clients is to “get into their world”. Watch what they watch on TV, visit places they frequent, read their books, read their magazines. Talk to your market, and really get to know them. The results of doing so will show in your catalog copy, and in your bottom line.

Once you know your potential customers, and can answer their questions on their terms put that knowledge into your catalog. Make sure your copywriters understand and are willing to investigate and relate to your prospects on a deep level, not just on the surface.

Just as in any sales material, catalog copy must hit the reader’s emotional question of,”What’s in it for me?” The only way to be able to answer this question effectively is to develop sincere in-depth knowledge about your customer and the niche. You must be able to “speak their language”.

Once you speak their language, your catalog becomes a trusted source, full of credible solutions to your customer’s needs, desires, and dreams …and you’ll see the results in your sales.

Janet Smith, Freelance Copywriter

Your Direct Mail & Online Copywriting & Consulting Solution

janet@writersforyou.com.tld

Tags: catalog copy, catalog copywriter, catalog writing

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