The J. Peterman Effect: When Writing Turns a Brand Into a Legend
How a Catalog Became a Cultural Icon Most product descriptions are boring. • “100% cotton. Machine washable. Available in 3 colors.” But J. Peterman’s writing turned a simple catalog into a story-driven experience. Example: Instead of selling a raincoat, J. Peterman wrote: “Somewhere west of Laramie, a man pulls his collar up against the wind, […]
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