No one.That’s not copywriting. “We have a shirt called the Gatsby shirt, which by the way, we just had to change the name after 30 years. It’s quite possible the most flexible way to come up with unique product descriptions for any type of physical product.And now with these 7 examples, you can do the same for your ecommerce site so you can differentiate your business and generate more sales almost overnight. The real John Peterman might be more down to earth than his fictionalized counterpart (though the relationship between the show and the company was always a good one: actor John O’Hurley, who played Peterman on Seinfeld, was actually an investor in the 2001 relaunch of the J. Peterman Company), but the role of storytelling in the catalog is still an important one.

In fact, “we obsess over what to carry in them”.And then the story goes into the exact expectations one should have when picking a briefcase. You’ve got to look at, and to feel it.” Equally as important is the background information writers get on each piece. About a year after the Seinfeld finale, the J. Peterman company went through financial difficulties and the company was sold. But that doesn’t make them any less important. The coat was a wonder to behold: “It was cut very long, all the way to the floor, similar to the ones in the 1880s,” wrote Peterman in “And there’s always this great story my dad tells,” says Matt Peterman, John’s son and now the catalog’s Creative Director, “about how he walked into Don’s apartment in New York City wearing the coat. Your customer doesn’t want to know facts. But that’s part of the charm. “If you’re selling some cashmere, or you’re selling a really nice cotton, you can’t really get that from a picture.
As Elaine’s boss at the J. Peterman Catalog, he was a … The real Peterman managed to … If you’re more voluptuous, it’ll drive everyone around crazy for you.The women who buy this want to feel beautiful, they want to be looked at sexually, and they want to attract attention.Of all the examples I’ve shown so far, this one is the shortest one by far.In this one, they make the comparison between what the product is made of to a completely different, but relatable product made out of the same stuff.In this case, they compare the wallet to the dark pocket of leather in the middle of a baseball glove.Making this type of comparison allows you to better imagine how that product feels like because you make that connection to another product you do know how it feels.If I were to build my own ecommerce site right now, I would model most of the product descriptions from The J. Peterman Company. At its peak, The J. Peterman Company brought in $75 million dollars in sales.In fact, the catalog was so popular and successful in the 90’s that it was even parodied in the most popular television series at the time, Seinfeld.Unfortunately, due to some bad decisions having to do with trying to expand too quickly, the company went bankrupt in 1999. "Then in the distance I heard the bulls. The J. Peterman catalogue isn’t for everyone, and that’s its appeal. It’s the father of all T-Shirts for crying out loud.And most importantly, if you are or wished to be one of these men, then you would also wear a shirt like this one.This is an interesting type of product description because it takes the old “problem/solution” angle to a whole new level.The first thing you’ll notice is that it positions the necessity of having a briefcase by mentioning how it’s been a need for a millennia.There’s nothing new about needing to carry around things. And awesome.Get InsideHook in your inbox. At its peak, The J. Peterman Company brought in $75 million dollars in sales. J. Peterman is all about “the power of clothing, and it’s the power of a good story.” (Leah Odze Epstein for InsideHook) A Brief History of J. Peterman, the Real-Life Catalog That Survived SeinfeldIn 1986, John Peterman bought a duster in Wyoming.
Sophisticated yet different; nothing to make a huge fuss about.