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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 Fri. March / 05 / 2021

Advertisers prepare for Apple's changes - Business Insider
Advertisers prepare for Apple's changes  Business Insider

Ad Spending In The Video Advertising Segment Is Expected to Exceed $37 Billion In 2021 - PRNewswire
Ad Spending In The Video Advertising Segment Is Expected to Exceed $37 Billion In 2021  PRNewswire

Pitt-Titusville marketing videos receive national education advertising awards - YourErie
Pitt-Titusville marketing videos receive national education advertising awards  YourErie

Facebook Ends Ban on Political Advertising - The New York Times
Facebook Ends Ban on Political Advertising  The New York Times

Is Anyone Still Watching Commercials? Here Are 5 Other Advertising Opportunities - Benzinga
Is Anyone Still Watching Commercials? Here Are 5 Other Advertising Opportunities  Benzinga

James Harden ‘finds his footing’ in Brooklyn by re-directing advertising from billboards to shop windows - NetsDaily
James Harden ‘finds his footing’ in Brooklyn by re-directing advertising from billboards to shop windows  NetsDaily

Prince William supervisors approve advertising tax rate that would hike bills - Inside NoVA
Prince William supervisors approve advertising tax rate that would hike bills  Inside NoVA

Smart and White Ops Partner To Safeguard Digital Advertising from Fraud and Abuse - Rome News-Tribune
Smart and White Ops Partner To Safeguard Digital Advertising from Fraud and Abuse  Rome News-Tribune

fuboTV Has Quickly Built a Valuable Advertising Business - Motley Fool
fuboTV Has Quickly Built a Valuable Advertising Business  Motley Fool

HBO Max promises 'elegant' advertising experience - FierceVideo
HBO Max promises 'elegant' advertising experience  FierceVideo

Google’s rivals fret as the advertising cookie crumbles - Financial Times
Google’s rivals fret as the advertising cookie crumbles  Financial Times

Blockgraph partners with TransUnion on addressable advertising - FierceVideo
Blockgraph partners with TransUnion on addressable advertising  FierceVideo

Once-in-a-Lifetime Advertising Opportunity for Brands to Pole-Position Themselves on a Disruptive Magnetizer to Attract New Clients Worldwide - PR Newswire India
Once-in-a-Lifetime Advertising Opportunity for Brands to Pole-Position Themselves on a Disruptive Magnetizer to Attract New Clients Worldwide  PR Newswire India

Smith & Wesson sales double in third quarter; New Jersey lawsuit targets gunmaker’s advertising - MassLive.com
Smith & Wesson sales double in third quarter; New Jersey lawsuit targets gunmaker’s advertising  MassLive.com

Indianapolis Airport Authority and Lamar Advertising Company Ink Seven-year Deal - AviationPros.com
Indianapolis Airport Authority and Lamar Advertising Company Ink Seven-year Deal  AviationPros.com

What Google's anti-tracking moves mean for advertisers - Business Insider
What Google's anti-tracking moves mean for advertisers  Business Insider

Arizona District Court Rules Dealership’s Advertising Violated TILA and Consumer Leasing Act - JD Supra
Arizona District Court Rules Dealership’s Advertising Violated TILA and Consumer Leasing Act  JD Supra

Safety Dance: Copyright and Advertising Guidance for Viral Dance Trends - JD Supra
Safety Dance: Copyright and Advertising Guidance for Viral Dance Trends  JD Supra

Nextech AR Joins the Interactive Advertising Bureau’s (IAB) Augmented Reality (AR) Board - MarTech Series
Nextech AR Joins the Interactive Advertising Bureau’s (IAB) Augmented Reality (AR) Board  MarTech Series

Texas Attorney General Sues Griddy for False Advertising in Wake of Winter Storm Price Hikes - Gizmodo
Texas Attorney General Sues Griddy for False Advertising in Wake of Winter Storm Price Hikes  Gizmodo

Advertising/public relations alumni drive two-day 'Career Tips' effort - Penn State News
Advertising/public relations alumni drive two-day 'Career Tips' effort  Penn State News

Blockgraph Partners With TransUnion To Further Addressable Advertising 03/04/2021 - MediaPost Communications
Blockgraph Partners With TransUnion To Further Addressable Advertising 03/04/2021  MediaPost Communications

The Maryland Digital Advertising Tax And What It Means For You - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
The Maryland Digital Advertising Tax And What It Means For You - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

How to Start Creating the Change Advertising Needs - MarTech Series
How to Start Creating the Change Advertising Needs  MarTech Series

Google’s User-Tracking Crackdown Has Advertisers Bracing for Change - The Wall Street Journal
Google’s User-Tracking Crackdown Has Advertisers Bracing for Change  The Wall Street Journal

How to Rise to the Challenge of Cookie-less Advertising - Adweek
How to Rise to the Challenge of Cookie-less Advertising  Adweek

How meta advertising may be our saviour - The Drum
How meta advertising may be our saviour  The Drum

Judy Wald Found Talent for Advertising Agencies - The Wall Street Journal
Judy Wald Found Talent for Advertising Agencies  The Wall Street Journal

Jungle Scout Acquires Downstream to Expand Amazon Advertising Capabilities - Jungle Scout
Jungle Scout Acquires Downstream to Expand Amazon Advertising Capabilities  Jungle Scout

Esquire Advertising and Furniture First Announce Partnership to Bring Retailers Valuable Market Insights - WFMZ Allentown
Esquire Advertising and Furniture First Announce Partnership to Bring Retailers Valuable Market Insights  WFMZ Allentown

New Jersey Sues Smith & Wesson Over Its Gun Advertising - The New York Times
New Jersey Sues Smith & Wesson Over Its Gun Advertising  The New York Times

Blockgraph and TransUnion Partnering to Deliver Privacy-Focused Addressable Advertising Solutions to the Cross-Channel Video Marketplace - GlobeNewswire
Blockgraph and TransUnion Partnering to Deliver Privacy-Focused Addressable Advertising Solutions to the Cross-Channel Video Marketplace  GlobeNewswire

Cloud Advertising Market Expected to Exceed $395 Billion By 2026 - PRNewswire
Cloud Advertising Market Expected to Exceed $395 Billion By 2026  PRNewswire

Piatt County advertising for new EMA director | News | journal-republican.com - Piatt County Journal-Republican
Piatt County advertising for new EMA director | News | journal-republican.com  Piatt County Journal-Republican

Roku's Big Advertising Opportunity in 2021 - Motley Fool
Roku's Big Advertising Opportunity in 2021  Motley Fool

Protecting Consumers Against False Advertising: Lessons from the National Advertising Division - Lexology
Protecting Consumers Against False Advertising: Lessons from the National Advertising Division  Lexology

Nielsen’s Agreement With Roku Will Accelerate Adoption Of Addressable TV Advertising - Forbes
Nielsen’s Agreement With Roku Will Accelerate Adoption Of Addressable TV Advertising  Forbes

Roku to Buy Nielsen's Advanced Video Advertising Business - Hollywood Reporter
Roku to Buy Nielsen's Advanced Video Advertising Business  Hollywood Reporter

PCMA Unveils OMEGA National Television Advertising Campaign, Targeting Primary/Secondary Home Mortgage - Business Wire
PCMA Unveils OMEGA National Television Advertising Campaign, Targeting Primary/Secondary Home Mortgage  Business Wire

Is Massachusetts Poised to Pass a Tax on Digital Advertising? - JD Supra
Is Massachusetts Poised to Pass a Tax on Digital Advertising?  JD Supra

(Stock Symbol: CURR) Launches National Television, Radio & Digital Advertising Campaign for Nutri-Strips - EIN News
(Stock Symbol: CURR) Launches National Television, Radio & Digital Advertising Campaign for Nutri-Strips  EIN News

We Really Appreciate Our Advertisers - Above the Law
We Really Appreciate Our Advertisers  Above the Law

Walmart, CVS, Instacart, Macy's advertising: Advertisers react - Business Insider
Walmart, CVS, Instacart, Macy's advertising: Advertisers react  Business Insider

Facebook Execs Talk Advertising, Apple, Privacy And Ray-Ban Smart Glasses - Deadline
Facebook Execs Talk Advertising, Apple, Privacy And Ray-Ban Smart Glasses  Deadline

Even just a bit of advertising changes the game in word-of-mouth marketing: Whether selling products or communicating about vaccines, the tiniest bit of advertising changes the game - Science Daily
Even just a bit of advertising changes the game in word-of-mouth marketing: Whether selling products or communicating about vaccines, the tiniest bit of advertising changes the game  Science Daily

Tinuiti Named a Walmart Advertising Partner as Part of Its Walmart Ecommerce Acceleration Program - AiThority
Tinuiti Named a Walmart Advertising Partner as Part of Its Walmart Ecommerce Acceleration Program  AiThority

Snapchat Announces New Partnership with Gannett to Reach More SMB Advertisers - Social Media Today
Snapchat Announces New Partnership with Gannett to Reach More SMB Advertisers  Social Media Today

ABA Launches Radio Advertising Campaign Encouraging Small Businesses to Apply for PPP Loans - ABA Banking Journal
ABA Launches Radio Advertising Campaign Encouraging Small Businesses to Apply for PPP Loans  ABA Banking Journal

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County approves bid advertising for courthouse rewiring project  Norfolk Daily News

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Advertising Agency Billing Software Market 2021 Booming Worldwide | Analysis and Advancement Outlook by 2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Cross Platform and Mobile Advertising Market Latest Innovations, Demand and Future Projections with top Major Key Player like Google, Inc., Facebook, Inc., Apple Inc, etc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

Lamar Advertising Co (LAMR) Stock: What Does the Chart Say Thursday? - InvestorsObserver
Lamar Advertising Co (LAMR) Stock: What Does the Chart Say Thursday?  InvestorsObserver

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Pandemic ‘shecession’: Advertising industry grapples with women’s work-life balance  Digiday

FTC Orders E-Cigarette Companies to Provide Ad and Sales Info - The National Law Review
FTC Orders E-Cigarette Companies to Provide Ad and Sales Info  The National Law Review

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Global Location Based Advertising (LBA) Market 2025: Foursquare, Xad, Groupon, Scanbuy, Shopkick, Yoose, Verve, Thumbvista – The Bisouv Network  The Bisouv Network

Maryland Passes Digital Advertising Tax, Now Being Challenged in Court - JD Supra
Maryland Passes Digital Advertising Tax, Now Being Challenged in Court  JD Supra

Carriers quarrel over 5G advertising - RCR Wireless News
Carriers quarrel over 5G advertising  RCR Wireless News

Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change - CNBC
Facebook launches ad campaign to defend personalized advertising ahead of Apple privacy change  CNBC

Targeting Big Tech, Maryland becomes first state to tax digital advertising - CNN
Targeting Big Tech, Maryland becomes first state to tax digital advertising  CNN

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Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows  AdAge.com

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How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

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Alphabet revenue up 23% as core advertising business shows strong growth  CNBC

Here are the biggest Super Bowl advertisers of the last 11 years - CNBC
Here are the biggest Super Bowl advertisers of the last 11 years  CNBC

Polish media suspend reporting to protest planned tax on advertising - POLITICO.eu
Polish media suspend reporting to protest planned tax on advertising  POLITICO.eu

The Chrome Update Is Bad for Advertisers but Good for Google - WIRED
The Chrome Update Is Bad for Advertisers but Good for Google  WIRED

Direct Connection Advertising & Marketing | News | wfmz.com - WFMZ Allentown
Direct Connection Advertising & Marketing | News | wfmz.com  WFMZ Allentown

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With America Still In Lockdown, Super Bowl Advertisers Bet On Humor  Forbes

10 Super Bowl spots from advertisers that don’t exist anymore - CNBC
10 Super Bowl spots from advertisers that don’t exist anymore  CNBC

Google’s updated phrase match simplifies keywords and worries advertisers - Search Engine Land
Google’s updated phrase match simplifies keywords and worries advertisers  Search Engine Land

‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos - Digiday
‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

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LinkedIn Launches 6 Free Advertising Courses  Search Engine Journal

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From The Experts: Media And Advertising In 2021  Forbes

Unilever to resume advertising on Facebook and Twitter - CNN
Unilever to resume advertising on Facebook and Twitter  CNN

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What Big Tech’s scrutiny means for luxury advertising  Vogue Business

Digital Advertising Harms Society. Here's How - Forbes
Digital Advertising Harms Society. Here's How  Forbes

Facebook's advertising integrity chief leaves company - Reuters
Facebook's advertising integrity chief leaves company  Reuters

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Why Authentic Marketing Will Replace Advertising  Built In

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Google Hit With 2nd Lawsuit Testing Its Monopoly Power — This One Over Digital Ads  NPR

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The future of advertising: 9 things marketers should expect to see in a world of ad blockers  AdAge.com

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How the world’s biggest advertisers are spending (or not) as industries adapt to the coronavirus pandemic  Digiday

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2020: A Record Year for Political Advertising  Bowdoin News

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The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments  Science Advances

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

College advertising during COVID-19 draws criticism - Inside Higher Ed
College advertising during COVID-19 draws criticism  Inside Higher Ed

Is the internet advertising economy about to implode? - TechCrunch
Is the internet advertising economy about to implode?  TechCrunch

Is Amazon About To Take Over Online Advertising? - Forbes
Is Amazon About To Take Over Online Advertising?  Forbes

Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021 - Forbes
Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021  Forbes

Coca-Cola and Pepsi won't be advertising their namesake sodas during the Super Bowl - CNBC
Coca-Cola and Pepsi won't be advertising their namesake sodas during the Super Bowl  CNBC

Super Bowl Advertisers Face a Tricky Playing Field - Variety
Super Bowl Advertisers Face a Tricky Playing Field  Variety

How deepfakes could change fashion advertising - Vogue Business
How deepfakes could change fashion advertising  Vogue Business

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How Total Spend by US Advertisers Has Changed, Over 20 Years  Visual Capitalist

Happy new year: Global advertising could break a record in 2021 - AdAge.com
Happy new year: Global advertising could break a record in 2021  AdAge.com

Pandemic boosts media consumption to fastest growth in years even as advertising and marketing spending falls - AdAge.com
Pandemic boosts media consumption to fastest growth in years even as advertising and marketing spending falls  AdAge.com

Local advertising will rebound steadily in 2021, new report predicts - AdAge.com
Local advertising will rebound steadily in 2021, new report predicts  AdAge.com

The News Trust Halo: How Advertising in News Benefits Brands - IAB - IAB
The News Trust Halo: How Advertising in News Benefits Brands - IAB  IAB

Advertising Litigation 2020: Ben & Jerry's Happy Cows, Oreo Real Cocoa & more - The National Law Review
Advertising Litigation 2020: Ben & Jerry's Happy Cows, Oreo Real Cocoa & more  The National Law Review

Google, Facebook and other online advertising giants will see blowout Q4, analysts predict - CNBC
Google, Facebook and other online advertising giants will see blowout Q4, analysts predict  CNBC

Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut - NPR
Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut  NPR

E-Mail 'What Does The CPRA Mean For Behavioral Advertising?' - AdExchanger
E-Mail 'What Does The CPRA Mean For Behavioral Advertising?'  AdExchanger

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