Write Descriptive Headlines
Avoid headlines that simply tell what the product is. Instead, give the strongest benefit associated with the product. For instance, “Live in Luxury” rather than “Condominium for sale.”

Be Specific
Using filler words that don’t give any helpful information about the product is a sure way to lose your audience. Give the technical specifications that are not obvious from the image. Everyone knows that your lawnmower is supposed to last a long time, but how? What features make your mower better than your competitors’?

Connect Features with Benefits
Once you’ve decided which features you need to include, then point out the benefits associated with each feature. Customers like to know exactly how a product will make their life easier, place them in a higher class, or make them look better; so give it to them.

Be Colorful
Tell a story within your product descriptions to start the imagination of your reader.  A vague statement such as, “Our athletic line swimwear is great for activity,” won’t make a connection with your audience. Adding details helps readers to imagine themselves using the product. Here’s a more specific rewrite: “Our athletic line swimwear provides extra support for all of your summertime activities.”

Keep it Short
Don’t get too carried away with the four writing tips above or you’ll end up with a short novel for each product. Keep your descriptions between 50 and 150 words. A little tough to do when trying to incorporate all of the above? Cut out all unnecessary words, such as too many adjectives or adverbs and repetitive sentences. Stick with action verbs and descriptive words that replace the verb/adverb or noun/adjective combos, for instance “mansion” rather than “big house.”

Keep these five tips in mind for copy that get your customers excited about your products. Just don’t forget to proofread your descriptions more than once so that readers aren’t tripping over poor grammar and annoying typos. Also remember to keep the same tone so that your copy creates a consistent feel throughout the entire printed catalog. Now relax, and try to have some fun connecting with your customers through your creative catalog copy.