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02/28/2006: "Online Catalog Copy is Often Very Bad. What Can You Do About It?"
A lot of Web sites picture products similar to a print catalog. In fact, they are online catalogs. Most often the pictures are fine. But you can only tell so much about an item from a picture.
Most of the copy on these sites is terrible. The catalog copy blocks don't make the visitor understand the product or get the feel of it. The copy doesn't make them want to buy the product. Yet it's been my experience that most people with online catalogs are loathe to pay a copywriter what he or she is worth to construct copy that will sell the products.
Here, for example, is the copy on one site that pictures an attractive leather purse. The picture is good, although it doesn't show the inside or give you any views but one.
Photo Info
Color Shown: Chestnut
Product Features
Size: 9,48 " x 7,08 " x 3,54 "
Weight: 0.4 lbs
Series Limit: 225
Items Sold: 6
Duh! Boring. That's not going to sell me on this bag. And do I care how many have been sold? I don't think so.
In its defense, the site gives the following information about ALL of its bags.
Exceptional leather handbags.
Unique leather purses.
Durable travel bags and luggage.
Secure backpacks.
Customized features.
Unforgettable designs.
Casa de Polo
A complete tradition of the best craftsmanship with careful leather selection and exceptional design in leather handbags, leather purses, backpacks, travel bags and complementary accessories.
Select your handcrafted leather piece with your choice of color and personalize it with your initials and logo, creating a product that will accompany you a lifetime.
Shop With Confidence
Unfortunately, that's not good enough.
Now
eBags.com, which is one of my favorite spots and where I get most of my bags is somewhat different. Let's say I'm looking for a Messenger bag. I see one that looks good. I see the picture and this text:
Puma
Original Reporter Bag
$55.00
Not bad. I'm interested. But wait. What are Messenger Bags? eBags tells me before I check out the bags. It says,
"Learn About Messenger Bags
The single strap shoulder bag is a design seen throughout history on the shoulder of almost any type of messenger, whether it be Pony Express, postmen, or bicycle messengers. The messenger bag of today finds its roots in the 1970s bicycle messenger companies who purchased one color per company as identifiers of a sort. Until the 1980s, NYC was the sole bastien of messenger bags but soon the silhouette spread. Today, you find messenger bags for many walks of life from leather business cases from Victorinox to funky camera bags from Crumpler. Traditional messenger bag companies like Manhattan Portage and Timbuk2 continue to provide students and messengers alike with interesting yet functional product. Update your image with a messenger bag and go to work or school in style!
Now when I click on the bag that interests me I get a nice big photo that I can maneuver and see various views and almost feel. Then I get the following copy block:
Material: PU/Nylon
Size: 13.5" x 11" x 5"
Linear inches: 29.5"
Warranty: 60 days against manufacturer's defects
* Two way zip opening into main compartment
* Zipped front pocket with pocket organizer
* Zipped pocket inside
* Base board inside
* Adjustable shoulder strap with shoulder pad
* Mesh window on side
* Silver metal hardware
* Cat branded metal zip pullers
* Cat branded plastic studs at bottom
* PUMA logo with large cat branding on front
Now I'm not saying that's the best copy block in the world. But it's enough to let me know if I want to buy the bag or not. Of course, eBags has reviews of its products. And that helps a lot in making a purchase decision.
Writing catalog copy is an art. And online copy needs to be every bit as carefully constructed as a printed catalog.
People with online catalogs are well advised to hire a copywriter who knows how to write copy blocks for products. The bottom line is, spending some money up front will pay big dividends. Saving pennies often loses dollars.
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