Print Ad

The print ad team writes product headers, descriptions (bullets & next generation callouts), offer copy, page headlines, subheads and relevant body copy as requested. 

We create copy based upon what is submitted by vendors along with any additional product or category research as needed. Merchants will also often weigh in on what features or copy they would like to see. Copy retains final decisions, but takes merchant preference into account.

We don’t have any particular character counts assigned in print, just operate from a general sense of what will fit into allotted space. Most headlines we create are no more than 5-7 words. We work with the artist if they determine that a line is too long. Product headers vary by department, but generally, we include size, count, pack/finish or other differentiator/item name. We avoid including any details that are easily seen in imagery…for example we do not say “4.5 Cu. Ft. WHITE Washer” – the color would be evident in the silo. However, we do indicate “STAINLESS STEEL” “GRAPHITE” or other finishes/color that could be mistaken in the image.

In print, we allot one bullet per sku space on a 12 grid, up to two bullets on a 9-grid, and up to three bullets on a feature. Any feature space should have a next gen callout, if applicable to the product. The first bullet should call out the most prominent feature of the product, especially if there a trademarked name that needs to be explained. For example, if a refrigerator is listed as a “28.6 Cu Ft. Flexzone™ Refrigerator” then the initial bullet would explain the trademark: “*Bottom right door converts from freezer to fridge” Bullets should communicate the most interesting or sought-after feature in a way that also touches on the benefit to customer: “Extra-sharp blades” “Extra sharp blades for easier cutting”.

We align with the THD tone and write the copy to be as straightforward as possible, avoiding jargon and “fluffy copy”. We try to focus on customer benefit wherever possible.

Some general rules:

Headers don’t get end punctuation unless they are needed to break up a multi-line headline, or they are part of a pre-approved event language that is being employed:

Example:

GET MORE OUT OF YOUR GARDEN (no period)

PACK. STORE. SAVE. (Approved event language – period is ingrained)

WE POUR MORE INTO PAINT (no period)

UNBELIEVABLE QUALITY. UNBEATABLE PRICES. (Approved messaging. Period is ingrained – also, multi-line)

Avoid exclamation points

Avoid overly rhyming or cutesy verbiage or imagery

For the category-by-category breakdown of product header standards, consult the writer for the category or check the DAM for the guidelines.