The benefit of Travel Pajamas

The 3 rules of advertising are benefit, benefit, benefit When you want to increase sales of a product, the most important thing to do is determine the benefit. What is the product going to do for the customer? Most product copy focuses on the attributes, product specifications, what it does, what it’s made of, where it […]

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 […]

Winning Email Headlines

While most email boxes are full to the brim, email continues to an effective way to talk with existing customers and to find new customers. I loved an article this morning in FastCompany about what to include or not include in a winning subject line.

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 […]

The Bribe or the Brand?

This holiday season, you’ll see more offers, promotions, teasers … well, more bribes to drive a sale than any other time of the year. With an expected holiday consumer spending more than $619 billion dollars, according to Internet Retailer, brands around the country are scrambling for their piece of the pie. Is the “bribe” necessarily […]

How do you write sales copy for SEO and Google that doesn’t suck?

The new Google algorithm, code name hummingbird, is changing the way we write web copy. It was designed to keep naughty copywriters from endlessly repeating keywords to get better rankings. Google’s noble goal is to make the web more user friendly by rewarding content rather than keyword stuffing. Good sales copy follows a hierarchy of […]

Copy Voice in the Age of SEO

Over the years I have heard the line, “Nobody reads copy anymore.” more times than I can count. Catalogs have cut copy in an effort to appeal to the “new” copy averse customer. Meanwhile on the web, thanks to the new Google algorithm, the BEST way to get ranked highly in search is to have […]

3 Tips for Business Bloggers

You don’t get style points for strange I try to follow all things catalog and I received the post below from a blog I follow(ed) called Thought Catalog, here’s the beginning of the post: “Thai Food Is God’s Gift To Humanity It is Sunday night in the city. December. The world smells like a urine […]

SLAP! 5 Copywriting Errors Costing You Money

I read a good article about copywriting. It was to the point and spot on. The one take-away that was new to me was S.L.A.P.  The point was to ensure your copywriter follows the S.L.A.P. rules to compel your reader (prospective buyer) to: Stop Look or Listen Act Purchase Here’s the link to the full […]