Friday, 17 December 2010

Catalogue copy we love: Silver By Mail

While its prices may be far lower than those in Tiffany’s range, Silver By Mail does not skimp on descriptive product copy.

Copy in the Tiffany Christmas catalogue is functional: “Venetian link bracelet in sterling silver, £130” or “Tiffany Woven bracelet in sterling silver, narrow, £280”. In contrast, Silver By Mail, a name not as established as Tiffany, has to use more emotive copy--relying on feelings and senses to sell its wares. Virtually each one of the products in its latest catalogue is given at least two sentences of copy containing benefit and highlighting special features. A few examples:

Twistour Ring: “Silver liquid beauty, the gentle twist in this plain silver bans adds lush feminine curves to wear 24/7. Divine with that wrap dress and twisted straps”.

Autograph Bangle: “Slim and curvaceous, this slice of chic silver is so comfortable you’ll forget you’re wearing it until someone says they love it, again and again.”

Wedge Silver Earrings; “Petite hoops with a wedged profile to team with our favourite fashion shoes. Hinged at the base, they close around your lobe with no thread on show for seamless, go anywhere style.”

Silver By Mail then includes the dimensions of the product and available sizes. As a final nice touch, the catalogue also points readers to the website where matching items can be found and the whole range can be explored.--MT

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