Catalog Copy by Teri Dunn Chace
This is the opening page of the Jackson & Perkins catalog that won Catalog Age's Gold Award, the top award for copywriting (Catalog Age is now Multichannel Marketing).
"Why buy from us?"
I persuaded the marketing team to highlight our most important point of differentiation, our bareroot plants. Why are ours bigger and better/what are the benefits? Why should the customer purchase a premium product for a premium price? Not a sexy photo, granted, but a persuasive one with my explanatory copy.
