CATO The Marathon Code Product Description

The Client:

CATO is a German-based sportswear brand that creates running clothing that makes the everyday runner feel like an athlete.

The Ask:

To write a product description for their e-book, The Marathon Code. The e-book provides runners with an actionable marathon training plan that prepares them for the mental challenge of completing this test of endurance as much as the physical challenge. The client wanted to highlight that by purchasing the e-book runners gain access to the CATO philosophy, a motivating and inspirational mindset. CATO wanted the description to reflect their brand voice as well as the tone and phrasing of the e-book itself to maintain consistency. CATO’s demographic is young people in their early to mid-twenties who are active but want to take on a new physical challenge. The CTA we wanted the audience to take is to purchase the e-book.

The Answer:

I worked with CATO to create a description that is direct, motivational and confident. Immediately the description relates to the emotions behind the audience’s goals and their desire to be a successful marathoner. This creates momentum to keep them reading and highlights that The Marathon Code is an actionable yet sustainable programme. I chose strong words and phrasing that are actionable and clear and that reflect the mental strength The Marathon Code will help its readers cultivate. The main components of the e-book are clearly stated and emphasised in bold so the reader can see what’s in the guide at a glance. The bulleted list outlines what can be achieved by purchasing the e-book through active, direct phrasing that allows the runner to access marathon success and become part of the inspirational CATO community.