How are you going to communicate within your print catalog? Some say that every catalog printing piece should be strictly prose, all facts with no embellishment. Others say that only a more conversational sales pitch style has a place in the catalog copy. The trouble with making all encompassing judgments like these is that every situation is different. You will need to consider a few things in order to make your catalog copy work best for you.
 
How much room do you have?
The amount of room you have for each product will play a large role in the type of description you give. A smaller amount of space may only allow for the details of your product. A larger amount of space would allow for a more wordy sales pitch.
 
What is your product like?
The type of product you are selling will also determine how you describe it. You will need to go into depth about all the features of a cell phone but you would not need to with a chocolaty chocolate chip cookie. Some products will lend themselves to a conversational piece. Others need more solid product information.
 
Is you catalog made to order?
If your print catalog is set up for the purpose of ordering, then you need to be very informative about your product. Your customer should be able to make an educated decision without having to call for clarity. A promotional catalog should be handled much differently. Your sales ad should have flashy graphics and catchy copy. This is your opportunity to woo your prospects. A list of details will not do the job.
 
Who is your buyer?
Some groups of customers will prefer a conversational, sales type of copy in your print catalog. A new customer will need more help with their decision, so explaining the reasons that your product is the best will be helpful. A professional, on the other hand, will not need you to spell things out for them. A construction worker would prefer a simple and complete list of products to order from.
 
Are your customers returning?
Customers that have established a buying habit will no longer need to be wooed with embellished copies. Your print catalog can be made shorter and more to the point for a faithful client. Prospects, on the other hand, need the embellishments. For their sake, make your copy interesting to read.
 
What worked in the past?
If you have been putting out a print catalog for a while, then you should see a pattern in sales and style of copy. If your particular customer base likes a short and sweet copy, then that is what you need to give them. If you sell more with a lengthy conversational copy, then you should invest more space to do so.
 
You will get better results if you do your homework and cater to the desires of your audience. Therefore, write catalog copy that is suited for your particular target audience, and you’ll see the sales roll in.