Case study: Lillian Vernon

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Copy: Catalog copy blocks

Marketing challenge: Facing competition from both brick-and-mortar retailers and e-commerce, catalogers need short copy that grabs attention immediately, persuades customers to buy now—and convinces shoppers to hold onto catalogs for future use. Along with premier branding and private label products, Lillian Vernon depends on rich, glossy photos and chatty copy to drive sales. Complete feature and spec information and strict word-count are also imperatives.

Copywriting solution: Since this iconic American catalog’s branding is inseparable from its legendary founder, I crafted copy to speak consistently in her distinctive, helpful voice. After packing copy blocks with multiple benefits, features and specs, I edited each block to 40 words or less.

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