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Background Information

Employment History


Olson Kotowski , Inc.

President and Chief Strategist

O&K Reach

Vice President Advertising and Internet Marketing

Creative Computers

Creative Director


Web References (44 Total References)

Contact Us [cached]

Kevin Kotowski at 310-540-1324, ext. 102

Wholesale Kitchen Hardware [cached]

Our experts this month: Lois Boyle, president/chief creative officer of Shawnee Mission, KS-based catalog consulting firm J. Schmid & Associates, and Kevin Kotowski, president of Redondo Beach, CA-based creative consultancy Olson/Kotowski.


By Kevin Kotowski ... [cached]

By Kevin Kotowski

Kevin Kotowski is president of Redondo Beach, CA-based creative consultancy Olson/Kotowski.

Program Details [cached]

Kevin Kotowski, President, Olson/Kotowski, Inc. | News | Article [cached]

SAN FRANCISCO -- Kevin Kotowski was blunt at the outset of his discussion of "great catalog copy" yesterday during The Annual Catalog Conference at the Moscone Center here.

"[It's] not copy that you can just get easily approved through a merchandising department so you can go home at 5," said Kotowski, president of direct response communications agency Olson, Kotowski & Company, Redondo Beach, CA.
He defined great catalog copy for the standing-room-only "Critique Your Ability to Sell Off the Page" session as "Copy that sells product while at the same time differentiating and positioning the catalog in the reader's mind to set the stage for future sales."
"Great catalog copy these days has to do double duty," he said."It has to do branding work … and it also … has to sell off the page."
Kotowski rejected the idea that what you say is more important than how you say it.
"Today, how you say something is actually more important than what you say," he said."We're living in a ‘me-too' world.A lot of catalogs are selling the exact same products, or very similar products, to their competitors.The buying public sees very little difference between them."
Kotowski said that there is no such thing as a commodity product, and that great catalog copy addresses emotional, not just physical, needs.
"The way you choose to sell a product can remove it from the commodity list and make it … something special," he said.
He also addressed the first rule of creativity: Look at what everyone else is doing and try to do something completely different to set yourself apart.
Kotowski also offered "hints, tips and tricks" regarding headlines that included:

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