Day With A Pro - Catalog Copywriter (1,290 words)
July 2000
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By Melissa Sepos
Some people soak in Palmolive dish detergent; copywriter Kevin Kotowski soaks in creativity.
Like most writers, Kotowski, partner at creative agency Olson, Kotowski and Co. in Los Angeles, needs to absorb the qualities, the "hook" of the product he will be writing about.
A copywriter for 18 years, Kotowski says the majority of his job is spent absorbing.
Catalog copywriters need to be able to assimilate vast amounts of information about a catalog's products and philosophy, its employees and its customers.
Kotowski says that all this data, or "front-end" work, is what enables a copywriter to produce quality copy.
Before Kotowski sets out to write product copy, he likes to meet a lot of people. He sits in on the merchandising meetings and talks with the merchandise buyers. He has conversations with the company's founder or owner. He finds out what the customers are like and meets some of them if possible. After all that is done, he likes to see and touch the product he is writing about.
Finding the Hook
"Look for one or two things about the product that really stand out," says Kotowski. "What's the angle, the hook? What's really cool? Why is it here in the first place?"
Getting the story behind the product is often a good way for a copywriter to promote a product.
When trying to determine the hook of a product, Kotowski spends a bit of time drilling the merchandiser. He asks: Why was it purchased? What did they like about it? How does it relate to other merchandise? Is it similar to other products, is it better? Less exciting? What did customers like about it? He then jots down descriptive words that come to mind.
Seeking the Answers
A good deal of Kotowski's time is spent learning about the customer. It is hard to write copy for an audience with whom you are not familiar.
Kotowski has been known to listen in on the phones when the customer service reps are taking orders. He then picks up the language the customer uses and draws a list of common questions that might be answered in better written copy.
But Kotowski prefers meeting the customer. He said he has often gone or sent employees to work in a catalog's retail location. He says that if the writer has the personality, then they should work the sales floor, but that the experience is still valid if they are doing other tasks.
Some people soak in Palmolive dish detergent; copywriter Kevin Kotowski soaks in creativity.
Like most writers, Kotowski, partner at creative agency Olson, Kotowski and Co. in Los Angeles, needs to absorb the qualities, the "hook" of the product he will be writing about.
A copywriter for 18 years, Kotowski says the majority of his job is spent absorbing.
Catalog copywriters need to be able to assimilate vast amounts of information about a catalog's products and philosophy, its employees and its customers.
Kotowski says that all this data, or "front-end" work, is what enables a copywriter to produce quality copy.
Before Kotowski sets out to write product copy, he likes to meet a lot of people. He sits in on the merchandising meetings and talks with the merchandise buyers. He has conversations with the company's founder or owner. He finds out what the customers are like and meets some of them if possible. After all that is done, he likes to see and touch the product he is writing about.
Finding the Hook
"Look for one or two things about the product that really stand out," says Kotowski. "What's the angle, the hook? What's really cool? Why is it here in the first place?"
Getting the story behind the product is often a good way for a copywriter to promote a product.
When trying to determine the hook of a product, Kotowski spends a bit of time drilling the merchandiser. He asks: Why was it purchased? What did they like about it? How does it relate to other merchandise? Is it similar to other products, is it better? Less exciting? What did customers like about it? He then jots down descriptive words that come to mind.
Seeking the Answers
A good deal of Kotowski's time is spent learning about the customer. It is hard to write copy for an audience with whom you are not familiar.
Kotowski has been known to listen in on the phones when the customer service reps are taking orders. He then picks up the language the customer uses and draws a list of common questions that might be answered in better written copy.
But Kotowski prefers meeting the customer. He said he has often gone or sent employees to work in a catalog's retail location. He says that if the writer has the personality, then they should work the sales floor, but that the experience is still valid if they are doing other tasks.
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