One of the most challenging parts of writing catalog copy is writing for the same products, year after year, and still keeping them fresh and relevant to the customer. Catalog copywriter and industry veteran (19 years at L.L. Bean) Jeff Ryan has struggled with this more than most. Think about writing 19 years of Bean Boots, Boat and Totes and Men’s Turtlenecks. The good news is that Jeff learned some hard lessons, developed some working strategies and figured out a few tricks that make the job easier. In this Pub Talk, Jeff explains that the problem is really two problems, and then shares how he tackles both.
He also answers:
How do you write fresh copy for perennial products?
When do you need to refresh your copy?
How do you find inspiration?
What tools can you turn to?
Is this a refresh problem or a differentiation problem?
And many more. There is also a lively Q&A at the end that brings even more specifics to the discussion.
If you are new to catalog copywriting, or a veteran looking to recharge, this class will get you headed in the right direction.