Do Real Men Tweet? Not at Duluth Catalog
While working with a catalog company to help them develop a distinctive voice, I came across the Duluth Catalog. These folks are masters at knowing who their customer is and writing to him/her in a style that speaks their language. Funny, sometimes outrageous, always smart.
This full page presentation for The Writer’s Jacket stopped me in my tracks. Under the headline: Real Men Don’t Tweet, the subhead explains: They WRITE, While wearing the Writer’s Jacket.
I couldn’t wait to read on:
“America’s greatest writers and outdoorsmen were among the pithiest of wordsmiths, practitioners of great economy with words. But even they would agree that – today’s technology be damned – men don’t tweet. They expound, they document, they actually tell stories…They magna their cartas.”
Magna their cartas!
When was the last time you used language like this to connect with your customers? This colorful passage demonstrates the power of storytelling. It starts with a headline that’s impossible to ignore and pulls you in with intriguing copy. How do they get to the product? With a skillful segue: “ In that rebellious spirit we offer the Tweed Writer’s Jacket…” Then they build the case for the jacket, keeping the same voice as they extol its features and benefits.
This is an example of catalog copywriting at its best. Of course, not every cataloger has the luxury of devoting so much space to one item. But even if you have just a short paragraph, don’t be afraid to create an authentic, even bold, brand personality and let it come shining through in your copy.
This is where you can type out your text. Keep it short and sweet. A paragraph would be acceptable.
4 Responses to “Do Real Men Tweet? Not at Duluth Catalog”
As a fellow copywriter, I couldn’t have said it better myself, Lanny. When you told me about this in person I knew I had to run and check out your blog. Not only do I want to have a drink with the talent responsible for these words, I want that jacket without even seeing it. And I’m a girl.
By Jess on May 11, 2010
Thanks for your comment, Jess. Their copy is spot-on for their market. I’m sure they’d be happy to sell you the jacket, even if you are a girl.
By Lanny Udell on May 19, 2010
exactly……you want to know more about this writer’s jacket – i want one and i don’t write… but i can see myself sitting in front of my fireplace with the rain beating down on my roof, with my old corona (i realize that tell’s you how old i am) in front of me, plenty of yellow legal pads, a coffee cup full of freshly sharpened pencils, wastebasket at the ready for all the horrible paragraphs i can dream about penning – and my audience at all the book stores listening with rapt attention, and the money rolling in because i’ve just finished the #1 best seller while wearing my writer’s jacket of course…how about that for good copy-have to have this jacket!! – well…..we can all dream!!!
suzanne – sept. 20, 2010
By Suzanne Halladay on Sep 20, 2010
Suzanne, you paint quite a vivid picture. I can just imagine you in front of that trusty ole Corona, wearing this great jacket. Just goes to show you the power of good catalog copywriting.
By admin on Sep 22, 2010