How Do You Keep Copy Fresh?

We recently got two great copy questions from our “Pub Regulars”: How do you keep copy fresh when you sell the same product over and over? How do you give similar products a life of their own? Jeff Ryan wrote copy for L.L.Bean for 19 years and has gone on to write copy for dozens of […]

Research that makes you say, “Oh crap!”

The research stopped me cold. And I seriously thought our team had it right … we didn’t. Let me back up to the beginning. At J. Schmid one of our mantras is that catalogs should DISRUPT, DELIGHT and DRIVE. I’d like to focus on the latter. Catalogs should DRIVE customers or prospects to DO something. […]

Designing Catalogs for the Senior Market

When several of my clients begin asking the same question within weeks of each other, I take notice. Lately, I’ve heard several variations of something like this. “How do I retain my aging customers and begin attracting a younger market?” When I dig a little deeper, the driving force behind the question is really about […]

Catalog Stories Volume 1

We have a funny industry, full of funny people. This is the first, though certainly not the last Catalog Story. We look forward to hearing yours! Join the Catalog University mailing list to get updates on our Free Pub Talks with industry leading speakers, new classes and great information. You can also follow us on Twitter and if […]

Stop saying “Ultimate”

Enough with “It’s the Ultimate [insert any noun here].” It is sooooo overused that it now rubs elbows with “acme”. The Ultimate Guide to Internet marketing—yawn. The Ultimate solution for hair loss—right. The Ultimate Zzzzzzzzz. Copywriters—move on! No one can hear you any more. Even if you add “absolutely” to it you won’t get traction. […]

Follow Me, Like Me, Order Now … Blah, Blah, Blah

In this new marketing climate, customers are savvy. If your call-to-action isn’t bold and relevant customers will simply ignore you. Consider these six tips when creating a strong call-to-action that will resonate and encourage customers to take the next step of engagement. 1. Build a Hierarchy. Strategy can make or break your execution. Outline your […]