Direct Mail Catalogs & Brochures: Write Captions That Sell

Many prospects skim through catalogs and brochures, glancing at the photos and reading the accompanying captions only when a particular image arouses their interest. That's when you have their attention. And so that's when you sell them.

My advice for writing captions is to never describe what readers can see for themselves in your photo.

If your photo shows a man in a golf shirt, for example, don't place a caption beneath the photo that simply says "New Golf Shirt." Instead, write a subhead that communicates a benefit that the reader cannot see, one that the photographer could never capture. Write something like this:

NEVER A HOLE IN ONE: Our new Glengarry Golf Shirt features a Teflon fabric protector that forms an invisible shield around fibers for superb protection against tears and punctures.

My second piece of solicited advice (you subscribed to the newsletter, after all) is to start your captions, whenever possible, with a pithy intro phrase. In five words or fewer, capture the essence of what you are saying with a clever word play, like the one above. Here's another example.

My local newspaper ran a story about the problem that my city is facing this summer with some homeowners watering their lawns every day when they should be watering every other day to conserve water. The story was illustrated with a photograph of a city bylaw officer, in uniform, at the door of a homeowner who was in the very act of breaking the bylaw. The photo caption began:

LAWN ORDER: Bylaw Enforcement Officer Jack Phillips issues a warning to homeowner . . .

That caption put a smile on my face and forced me to read the story. Your captions and subheads will do the same if you make them clever, interesting and laden with benefits that interest your readers.

ABOUT THE AUTHOR
Alan Sharpe is a business-to-business direct mail copywriter and lead generation specialist who helps business owners and marketing managers generate leads, close sales and retain customers using business-to-business direct mail marketing. Learn more about his creative direct mail writing services and sign up for free weekly tips like this at http://www.sharpecopy.com.

In The News:

Advertisements  Economic and Political Weekly
The importance of advertising  Idaho State Journal
Advertisers Question Quibi Payments  Los Angeles Business Journal
Advertising in a Pandemic: How Brands Are Adjusting  ウォール・ストリート・ジャーナル日本版

80% of All Advertising Is Wasted Due To This Common Mistake

You're flipping through this publication as you wait for your... Read More

Fax Broadcast Services Get Your Message to Millions

If your company is one of those innovative businesses that... Read More

Never Be Caught Cardless Again: Five Tips to Help You Remember Business Cards

Sorry, I Don't Seem to Have a Business Card With... Read More

Getting the Most Out of Your Networking Group

Here is my personal list of things to do at... Read More

Custom T-shirts -- Put Your Company Logo on Cotton!

An effective way to gain company recognition is to order... Read More

Ten Ways To Sell Advertising Space Fast

1. Give your customers a discount when they spend over... Read More

Graphical LED Display

Graphical LED Displays utilize high-resolution graphics and video to transmit... Read More

Using Ad Agencies and Designers

Advertising and promoting your business is expensive, so it's important... Read More

9 Tips for Better Billboards

It is a given that billboard advertising "outdoor" is not... Read More

2005 Super Bowl Ads... Winners and Losers

Well, Super Bowl XXXIX is history. Too bad for the... Read More

Customer-Involving Signage and Selling

Here's some easy ways to create signage that will attract,... Read More

Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part Two

In part one of this article we discussed the importance... Read More

See How to Advertise and Gain More Money to Blast Another Project

We have a Great News that we think that may... Read More

Offline Advertising Tips

Since most of us are always online and our business... Read More

The Internet and Beyond - 12 Tips on Writing Better Brochures

Every year thousands of online businesses fail. None of them... Read More

The $500.00 A Month Plan

One way to make extra money or start a... Read More

Why People Fail in Mail Order

Mail order is a very complicated business. Every phase must... Read More

5 Reasons Why Headlines Are Crucial To Your Website?s Success

Without a powerful headline, your message stands little chance of... Read More

Direct Mail Catalogs & Brochures: Write Captions That Sell

Many prospects skim through catalogs and brochures, glancing at the... Read More

Send em to the White Pages

Your business is listed in the Yellow Pages whether you... Read More

Media, the Internet, Yellow Pages, and Your Business

If you are reading this article, chances are you could... Read More

In Advertising Bigger isn?t Always Better

If you have been following the recent advertising news you... Read More

Marketing Advertising, While Advertising Your Market!

Today in the Business world whether online or off, it... Read More

The Secrets of High Money Classified Ads

When used effectively, classified ads can be one of the... Read More

Advertising Basics for Beginners

So many of us who have decided to do business... Read More