The Situation
Selecciones magazine distributed a monthly product catalog featuring diverse merchandise across multiple categories including wellness and health products, home appliances, books, CDs, and jewelry. Despite having an established distribution channel, the catalog was underperforming against the marketing department’s sales targets and revenue expectations.
The Problem
Upon analysis, I identified a critical weakness in the catalog’s product messaging strategy. The existing copy suffered from:
- Generic, non-specific product descriptions
- Lack of differentiation between similar products (notably evident with music collections)
- Insufficient emphasis on customer benefits
- Brief, template-style descriptions that failed to highlight unique selling points
- A standardized approach that ignored product individuality
My Solution
I implemented a comprehensive content overhaul through strategic thinking and customer-centered communication:
Product Research and Analysis: I conducted thorough product research for each catalog item, deeply understanding their features, benefits, and unique attributes. For the music collections specifically, I analyzed the complete track listings and artist rosters to identify distinctive selling points between seemingly similar offerings.
Differentiated Messaging Strategy: Through thoughtful writing and detail-oriented editing, I transformed generic descriptions into compelling product narratives that:
- Positioned each item as a solution to specific customer needs
- Highlighted unique value propositions for each product
- Articulated clear differentiators between similar items
- Emphasized popular artists and standout tracks in music collections
- Created distinct brand voices for different product categories
Strategic Visual Presentation: Recognizing that effective communication extends beyond content alone, I restructured the presentation format to enhance readability and impact:
- Developed eye-catching titles to capture immediate attention
- Crafted concise yet descriptive paragraphs establishing core benefits
- Implemented scannable bullet-point lists for quick feature identification
- Introduced visual hierarchy through strategic design elements
- Paired visual symbols with concise, benefit-oriented micro-copy to communicate key specifications at a glance
This strategic content transformation resulted in stronger customer engagement and improved sales performance by ensuring each product had its own clear identity and value proposition in the catalog. The effectiveness of this key communication approach proved so significant that the company has maintained these content and design principles in their catalog marketing efforts to this day.
Ilvaíta López Rodríguez 