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 […]

Catalog Critique with Lois Brayfield

New date! We are super excited to announce our next Creative Critique on Tuesday, 11/29. Lois Brayfield is the President of direct marketing agency J.Schmid, and is Catalog U’s Dean of Creative. In Lois’ past reviews, she’s found dozens of elements to comment on that are amazingly helpful. Her advice is guaranteed to give you great […]

Catalogs and Cocktails

Dear Pier 1, You almost had me. It was so close. I’m a fan already and purchase from you about once or twice a year. I own the garden parasols, the candles, the bar components, some pillows, and faux flowers, all of which I love. Thank you. I wasn’t hurt that the catalog came addressed to […]

Creating Engagement

Lessons from catalogs past I was looking through the most recent Lands’ End catalog and I realized that I really missed Lee Eisenberg. For those of you who don’t know Mr. Eisenberg (I’ve only heard him speak and had a brief chat at the GCIC years ago.) he was the driving force behind the best […]

The Gift of Fresh Eyes

Want to stand out in the crowded market place? Mail something. Not email, not voice mail, not texting, good old fashioned mail. The kind of mail that requires you to put a stamp on it. The kind that you hold in your hands when it arrives. The kind that makes you think “Wow, I wonder […]