Words: Powerful Tools for Driving Catalog Sales

According to a report from Accenture, millennial shoppers spend $600 billion each year in the United States, with a projected total of 1.4 trillion dollars annually. Are you tapping into this large market?

While millennials desire easy, instant access via mobile and online channels (with the swipe of their fingers), millennials also want a break from being “always on.”

According to the American press institute, “A majority of Millennials feel connected most of the time, but not always enthusiastically. While they have the capacity to be online all the time, many Millennials are not.” Millennials grow weary from shopping with pop-ups, ads, and the countless online distractions. Catalogs are a desirable shift from day to day media.

Capture their attention with a strong word choice.

If you were asked to describe yourself in one sentence to a room full of people you don’t know, what would you say? Chances are you would want to leave an impression on the people you just met. You would avoid words that seem rather boring and dry and go for something more compelling.

You have one opportunity to persuade your audience into feeling connected, and you want the same for your catalog! This can be done by setting a targeted tone with your customers.

Words can be powerful, expressive tools in driving catalog sales and connecting customers to products. Make every word and phrase count!

A few words to consider adding when creating headlines and descriptive phrases that will sell your catalog products are:

  • Save
  • Deal
  • Act now
  • Bonus offer
  • Free or free product with purchase of
  • Purchase by
  • New
  • Free Shipping

Think carefully on word placement, they need to garner attention and help readers understand your call to action.

Where will your customers eyes fall on the page?

If you are writing a descriptive paragraph, words of importance should be placed at the beginning or the end, not scattered in the middle. After all, most customers will scan descriptions rather than read them. What customers will remember the most are the beginning and the end of the paragraph.

Dmitri Seigel, Executive Creative Director and Vice President of ecommerce for Patagonia said it best: “(catalogs are) a way we’re speaking to our closest friends and people who know the brand really well.” It is one of the few opportunities you have, distraction free– no smartphones, no web sites, or commercials interrupting. Take the opportunity to speak to your customers!

About the Author: Jim Gibbs

Vice President of Sales & Marketing at The Dingley Press. Jim has been with Dingley since 2002 and lives in Maine near our Lisbon, Maine plant location.