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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.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. November / 19 / 2019

Social media platforms spark debate over political advertising policies - Boise State University The Arbiter Online
  1. Social media platforms spark debate over political advertising policies  Boise State University The Arbiter Online
  2. Snapchat fact-checks political ads, unlike Facebook, says CEO Evan Spiegel  CNBC
  3. Snapchat says, unlike Facebook, it will fact-check political ads  Mashable
  4. COMMENTARY: Combat Facebook's false advertising with media literacy  The Signal
  5. National View Column: Unchecked political advertising on social media a threat to our democracy  Duluth News Tribune
  6. View full coverage on Google News

We Need to Fix Online Advertising. All of It. - Slate
  1. We Need to Fix Online Advertising. All of It.  Slate
  2. Twitter to Restrict How Certain Advertisers Target Users  The Wall Street Journal
  3. Twitter Outlines Political Advertising Ban but Enforcement Details Lacking  TheStreet.com
  4. How Google's New Advertising Policy Trumps Twitter And Facebook's 2020 Approach  Grit Daily
  5. Twitter details new policy banning political advertising that also limits ads pertaining to 'issues'  Daily Mail
  6. View full coverage on Google News

Doctors demand ban on cigarette advertising in Germany - Yahoo Sports
Doctors demand ban on cigarette advertising in Germany  Yahoo Sports

Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’ - Fortune
Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’  Fortune

We Insure Joins Forces with Adwerx to Power Digital Advertising for All Franchise Locations - Yahoo Finance
We Insure Joins Forces with Adwerx to Power Digital Advertising for All Franchise Locations  Yahoo Finance

California sues Juul over advertising, teen vaping sales - Chicago Tribune
California sues Juul over advertising, teen vaping sales  Chicago Tribune

Redesigned Microsoft Advertising Editor now available - Search Engine Land
Redesigned Microsoft Advertising Editor now available  Search Engine Land

Twitter Releases New Global Political Advertising Policy - Lexology
Twitter Releases New Global Political Advertising Policy  Lexology

Getting rid of microtargeting in political advertising is a terrible idea - The Washington Post
Getting rid of microtargeting in political advertising is a terrible idea  The Washington Post

Five Ways 5G Will Change Digital Advertising - MarTech Series
Five Ways 5G Will Change Digital Advertising  MarTech Series

The convergence of advertising and marketing - MIT Technology Review
The convergence of advertising and marketing  MIT Technology Review

Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019 - Pittsburgh Post-Gazette
Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019  Pittsburgh Post-Gazette

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Ad-Lib Raises $6M, Leverages AI to Enhance Digital Advertising - MarTech Advisor
Ad-Lib Raises $6M, Leverages AI to Enhance Digital Advertising  MarTech Advisor

California Sues Juul, Alleging E-Cigarette Maker Targets Teens With Vaping Advertisements In New Lawsuit - CBS Los Angeles
California Sues Juul, Alleging E-Cigarette Maker Targets Teens With Vaping Advertisements In New Lawsuit  CBS Los Angeles

How Effective Is Facebook Advertising? - Mother Jones
How Effective Is Facebook Advertising?  Mother Jones

How Publishers Are Missing $13B in Video Advertising Revenue - Tubular Insights
How Publishers Are Missing $13B in Video Advertising Revenue  Tubular Insights

Barnstable County Fair wins advertising awards - News - Cape Cod Times
Barnstable County Fair wins advertising awards - News  Cape Cod Times

Hyundai Confirms Super Bowl LIV Advertising - PRNewswire
Hyundai Confirms Super Bowl LIV Advertising  PRNewswire

What Makes Advertising Work? High Point University Students Are Finding Out - WFMYNews2.com
What Makes Advertising Work? High Point University Students Are Finding Out  WFMYNews2.com

SEC To Overhaul Investment Adviser Advertising Rule | Shearman & Sterling LLP - JD Supra
SEC To Overhaul Investment Adviser Advertising Rule | Shearman & Sterling LLP  JD Supra

Political Advertising on Facebook Is Different Than Normal Political Advertising - The Bulwark
Political Advertising on Facebook Is Different Than Normal Political Advertising  The Bulwark

Money spent on beer ads linked to underage drinking - Science Daily
Money spent on beer ads linked to underage drinking  Science Daily

Spain: News on the online gambling advertising Code of Conduct - Lexology
Spain: News on the online gambling advertising Code of Conduct  Lexology

ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce - The Missoulian
ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce  The Missoulian

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote - Search Engine Land
Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote  Search Engine Land

In-game Advertising Market – North America, Latin America, Europe, Asia Pacific , Middle East and Africa - Sound On Sound Fest
In-game Advertising Market – North America, Latin America, Europe, Asia Pacific , Middle East and Africa  Sound On Sound Fest

8 online advertising risks your agency must be prepared for - AdAge.com
8 online advertising risks your agency must be prepared for  AdAge.com

Long Branch scam is advertising fake home rentals, cops say - Asbury Park Press
Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

Lamar Advertising Reaches Analyst Target Price - Nasdaq
Lamar Advertising Reaches Analyst Target Price  Nasdaq

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

SEC Proposes Amendments to Advertising and Client Solicitation Rules under the Investment Advisers Act - JD Supra
SEC Proposes Amendments to Advertising and Client Solicitation Rules under the Investment Advisers Act  JD Supra

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - Business Insider
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

Measuring online behavioral advertising: One more step to protect users - EurekAlert
Measuring online behavioral advertising: One more step to protect users  EurekAlert

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

How Diageo is knocking unconscious gender biases out of its advertising - Business Insider India
How Diageo is knocking unconscious gender biases out of its advertising  Business Insider India

Advertising on Car Window Helps Woman Find a Kidney Donor - NBC 5 Dallas-Fort Worth
Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

Kanye West: 'If There's an Advertisement for a Strip Club, That Is Advertising Sex Trafficking' - Complex
Kanye West: 'If There's an Advertisement for a Strip Club, That Is Advertising Sex Trafficking'  Complex

Prepare for Your end-of-Year Advertising Push with Arutz Sheva - Arutz Sheva
Prepare for Your end-of-Year Advertising Push with Arutz Sheva  Arutz Sheva

Q&A: Bettina Elias Siegel, author of ‘Kid Food,’ on advertising, school lunch and food culture - Food & Environment Reporting Network
Q&A: Bettina Elias Siegel, author of ‘Kid Food,’ on advertising, school lunch and food culture  Food & Environment Reporting Network

Apple Stock Gets Price-Target Hikes As Advertising Business Touted - Investor's Business Daily
Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

Can Google’s Non-Advertising Revenue Streams Mitigate Impact Of Slowing Advertising Growth? - Forbes
Can Google’s Non-Advertising Revenue Streams Mitigate Impact Of Slowing Advertising Growth?  Forbes

Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy - Skift
Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Skift

Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory - The Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

Programmatic Advertising Platform Market Global and Regional Analysis by Top Key Market Players, Key Regions, Product Segments, and Applications 2024 - Tech Estate Today
Programmatic Advertising Platform Market Global and Regional Analysis by Top Key Market Players, Key Regions, Product Segments, and Applications 2024  Tech Estate Today

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs - Forbes
The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs  Forbes

Walmart is rolling out tools and API to grab Amazon advertisers - Business Insider
Walmart is rolling out tools and API to grab Amazon advertisers  Business Insider

Why the first 30 frames are the most critical in a video campaign - AdAge.com
Why the first 30 frames are the most critical in a video campaign  AdAge.com

5G Will Reshape Advertising Data - AdExchanger
5G Will Reshape Advertising Data  AdExchanger

Truck advertising CT2030 outside the Capitol paid for by labor union - Yankee Institute
Truck advertising CT2030 outside the Capitol paid for by labor union  Yankee Institute

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost - Sacramento Bee
Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

Advertising & Sponsorship Sales Marketing Manager - cynopsis.com
Advertising & Sponsorship Sales Marketing Manager  cynopsis.com

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

Why men's advertising is in crisis - The Drum
Why men's advertising is in crisis  The Drum

State investigating marijuana advertising at Lewiston Colisée - Press Herald
State investigating marijuana advertising at Lewiston Colisée  Press Herald

Vince Baertsoen joins Framestore as global head of CG for integrated advertising - Shots
Vince Baertsoen joins Framestore as global head of CG for integrated advertising  Shots

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

Free-to-air TV advertising forecasts downgraded by analysts - AdNews
Free-to-air TV advertising forecasts downgraded by analysts  AdNews

Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin - Racine County Eye
Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin  Racine County Eye

The Pitch: Advertising and marketing news for 11.12.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 11.12.19  RichmondBizSense

Luxury Daily - Luxury Daily
Luxury Daily  Luxury Daily

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

UK advertisers balk at high cost of targeted TV ads - Digiday
UK advertisers balk at high cost of targeted TV ads  Digiday

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising - Forbes
Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

Iconic Newspapers advertising executive to feature on Pulling With My Parents - Waterford Live
Iconic Newspapers advertising executive to feature on Pulling With My Parents  Waterford Live

Will Google mine your Fitbit data? The ACCC thinks so - The Australian Financial Review
Will Google mine your Fitbit data? The ACCC thinks so  The Australian Financial Review

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

5 Tips for Successful Advertising on Amazon - Business 2 Community
5 Tips for Successful Advertising on Amazon  Business 2 Community

Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark R - Business Insider India
Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark R  Business Insider India

Executive Spotlight: Lamar Advertising Company's Jay Johnson - Greater Baton Rouge Business Report
Executive Spotlight: Lamar Advertising Company's Jay Johnson  Greater Baton Rouge Business Report

So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot - Minneapolis Star Tribune
So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot  Minneapolis Star Tribune

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

LinkedIn Is The Best Free Business Advertising For Attracting Clients - Forbes
LinkedIn Is The Best Free Business Advertising For Attracting Clients  Forbes

GDPR // A non-technical view of programmatic advertising for brands and publishers - Mediatel News
GDPR // A non-technical view of programmatic advertising for brands and publishers  Mediatel News

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

Playbuzz turns into Ex.co and expands its content material advertising platform - Market Research Reporting
Playbuzz turns into Ex.co and expands its content material advertising platform  Market Research Reporting

Global Internet Advertising Market 2020-2026|Comprehensive Analysis,Top players,Strategy,Segmentation and Development - EIN News
Global Internet Advertising Market 2020-2026|Comprehensive Analysis,Top players,Strategy,Segmentation and Development  EIN News

Global Mobile Advertising Software Market Outlook Industry Analysis, Size, Share, Growth, Trends and Forecast, 2025 | Marin Software, Double Click, Sizmek, Kenshoo, Choozle, Media Math, AdRoll. - Market Expert
Global Mobile Advertising Software Market Outlook Industry Analysis, Size, Share, Growth, Trends and Forecast, 2025 | Marin Software, Double Click, Sizmek, Kenshoo, Choozle, Media Math, AdRoll.  Market Expert

Why Don't Truth In Advertising Laws Apply To Political Ads? - wgbh.org
Why Don't Truth In Advertising Laws Apply To Political Ads?  wgbh.org

TikTok Is Running Ads Targeting Potential Facebook Advertisers - Adweek
TikTok Is Running Ads Targeting Potential Facebook Advertisers  Adweek

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

Taglr Launches Digital Advertising Platform ShopperAds - BW Businessworld
Taglr Launches Digital Advertising Platform ShopperAds  BW Businessworld

It's Time For Some Honesty About (Online) Advertising - B&T
It's Time For Some Honesty About (Online) Advertising  B&T

Microsoft Advertising Launches a Preview of its New Redesign - Search Engine Journal
Microsoft Advertising Launches a Preview of its New Redesign  Search Engine Journal

Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers - Digiday
Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers  Digiday

Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More - The Motley Fool
Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More  The Motley Fool

Irish Heart Foundation calls on State to ban e-cigarette advertising - The Irish Times
Irish Heart Foundation calls on State to ban e-cigarette advertising  The Irish Times

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