I was at the Ritz (ooh, get me), listening to famous copywriter Drayton Bird sharing tips from his illustrious career. He said something like: “Catalogue copywriters are the best, because they know how to make every word sell”. I was delighted, because I learned my craft as a catalogue copywriter.
My career started as a catalogue copywriter at Freemans home shopping.
‘Black skirt, two patch pockets, available in size 10, 12, 14, 16. Material: 50% polyester, 50% cotton. All garments washable. Please see size guides at the back of the catalogue.’
I ended up as a senior manager there, with a team of catalogue copywriters and graphic designers reporting to me. We were like an in-house promotional agency producing catalogues, leaflets and brochures for Freemans and Grattan, as well as for external clients such as Agfa, Barclaycard and Commercial Union. I also wrote articles for ECMOD magazine.
Since starting my own copywriting business, I’ve written for clients including:
- Catalogue copy, point-of-sale materials and QA manuals for Ann Summers
- Web and email copy for e-commerce sites, including a topiary framework supplier, coffee & tea wholesaler and homewares retailer
- PowerPoint presentation for a High Street fashion brand that was pitching for new concessions
- Long-copy SEO product descriptions for online furniture supplier
- 96-page print catalogue, adverts and covering letters for B2B garden furniture supplier
I don’t just write compelling product descriptions. I also help establish tone of voice, write top-level sales messages, and can advise on your catalogue production process.
‘Catalogue copwriter, 30 years’ experience, available at a price to fit. Material: 50% copywriter, 50% consultant. All copy editable. Please click the find out more button at the foot of this page.’Find out more