To write a good catalog entry, you have to keep the audience and the product at the forefront of the project. Any tendencies to become a Shakespeare or wax verbose interfere with good catalog writing. It can be hard work to effectively promote a product, but concentration helps produce decent catalog entries.
Instructions
1. Keep it short. A few sentences (not run-ons) at most. Keep your sentences crisp and clear and in active voice.
2. Identify the product as necessary. Pay attention to the photos that will go with your catalog entry. Don't be redundant, but make sure the reader knows what she is looking at.
3. Appeal to your reader's sense of utility or style. For utility, words like "durable" or "long-lasting" are good. For style, the playing field is much wider. "Classy" and "elegant" are often-used standards.
4. Include colorful words, either names of colors, or other visually descriptive language like "vibrant," "radiant" or "glowing."
5. Use industry-specific language related to your products. Talk about the nuts and bolts of the product. Any product, from shoes to machinery, has its own jargon and industry language. Using this will help orient your reader.
