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Copywriting by Mark Shaw

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Case Study: The Territory Ahead

The Territory Ahead (TTA) is a US private-label clothing and accessory catalog set up in the late 1980s. Mark Boston has been editorial director for the past three years. He explains the attitude and approach they take to writing for their audience, and how they tackle the complexities of their copywriting throughout the catalog.

The Objective:

controlling the TTA tone of voice

Writing a large retail catalog involves many challenges, and maintaining consistency without losing freshness and originality takes a great deal of planning. My objective when I started was to control and develop the tone of voice for the ...

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