November 28, 2016

Revisiting Copy

I am going to share this with you again ... because my metrics show that this cruised right over your heads while pointless vapid content is fully absorbed.

Look at the copy associated with this item from Talbots.

Now look at the copy associated with Chubbies.


Here's what the metrics suggest was missed ...

  1. Many catalog-centric brands write copy that describes the item.
  2. Many online brands write copy that describes the customer.
I don't have data to prove that one method is better than another method.

I do have data to demonstrate that catalog growth isn't happening, but online brands are growing.

As part of your 2017 rebuilding process, please carefully evaluate your copy. Strongly consider bringing your copy to life - describing the customer instead of describing the item.