Take the Duluth catalog copywriting challenge
Did you ever get a catalog in the mail and want to read it cover-to-cover?
Most catalogs are pretty boring. And since I’m not the shopping type, most catalogs go right in the trash.
That is, unless my wife intercepts them. (I have to start sorting the mail in the garage before I come into the house.)
Anyway, I received a Duluth Trading Co. catalog the other day and I was hooked. I’ve seen the catalog before, but never took the time to browse.
The copywriting is superb.
I talked about Duluth Trading’s catalog copy on my business blog, but I’m so pumped about it, I wanted to turn my enthusiasm into a challenge.
Can you write engaging catalog copy like this?
Here’s just one scintillating sample from page 53 of the April 2011 edition:
Peaches O’Reilly’s Sunblock Hat
Peaches was our guide as we rushed down the Colorado River in the midday sun, wetting our pants in more ways than one. He wore a hat like this one, to protect his creamy Irish complexion. 100% nylon, it has an ultra-wide, 4″ brim for sun protection, and side vents on the crown to keep you cool as you sweat. Sweatband wicks away perspiration — nice when you’re in a precarious situation. Locking chinstrap keeps it on during fast descents and high winds. Why the nickname Peaches? He was from Georgia. Imported.
It’s a $20 hat. You could probably find something like this in a dozen other places, but would it be the same?
This copy tells a story, creates mystique, and imbues an ordinary product with extraordinary qualities that make you want to own it.
So here’s the challenge: I’ll give you a list of ordinary items and you have to write scintillating “Duluth” style copy.
Here’s the list:
- Swingline stapler
- Durango boots
- American pocket comb
- Lawnboy snowblower
- Henkel duct tape
Google an item. Find out what you can. Write your copy and weave your spell. Let’s see what you can come up with.
And if you want to share it, please do.