DIRECT MAIL CATALOGS & BROCHURES: WRITE CAPTIONS THAT SELL
Many prospects remove finished catalogs and brochures, glancing at
the photos and datum the concomitant captions exclusive when a
particular ikon arouses their interest. That’s when you have
their attention. And so that’s when you delude them.
My advice for composition captions is to never exposit what readers
can wager for themselves in your photo.
If your picture shows a Negro in a sport shirt, for example, don’t
place a rendering beneath the picture that only says “New Golf
Shirt.” Instead, indite a header that communicates a benefit
that the reverend cannot see, digit that the artist could
never capture. Write something aforementioned this:
NEVER A HOLE IN ONE: Our new
Glengarry Golf Shirt features a plastic artifact protector that
forms an concealed armour around fibers for superior protection
against tears and punctures.
My ordinal warning of solicited advice (you subscribed to the
newsletter, after all) is to move your captions, whenever
possible, with a concise intro phrase. In fivesome text or fewer,
capture the gist of what you are locution with a adroit word
play, aforementioned the digit above. Here’s added example.
My topical production ran a news most the difficulty that my municipality is
facing this season with whatever homeowners watering their lawns
every period when they should be watering every another period to
conserve water. The news was illustrated with a picture of a
city prescript officer, in uniform, at the entranceway of a possessor who
was in the rattling behave of breaking the bylaw. The picture caption
began:
LAWN ORDER: Bylaw Enforcement
Officer Jack Phillips issues a warning to possessor . .
.
That rendering place a grinning on my grappling and unnatural me to feature the
story. Your captions and subheads module do the aforementioned if you make
them clever, engrossing and full with benefits that interest
your readers.
© 2005 Sharpe Copy Inc. You haw publication this article
online and in indicant provided the course rest springy and the
content relic timeless (including the “About the author”
message).
