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Copywriting by Mark Shaw

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5 Writing for catalogs

With 80 percent of Americans shopping from home, the Direct Marketing Association estimates that sales from print catalogs are worth over $150 billion a year. These catalogs come in every shape and size and serve many different purposes, the main being retail and trade sales. Although they may seem to be simply a different form of brochure or website, catalogs are in fact a law unto themselves. Some catalogs are enormous businesses in their own right, others are functional directories playing supporting roles, but they all share similar characteristics.

What makes catalogs different?

Although premium retail catalogs can look and feel like glossy brochures, the two formats have very little in common and space is always ...

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