5 Direct Mail Tips from Gardening Catalogs
This Monday was what some psychologists call “Blue Monday" but I was in pretty good spirits, thinking about spring, and looking at some catalogs.
Gardening catalogs, to be exact.
Last year, we planted a few tomatoes and that was it. No beans, no basil, no butterfly bushes … nothing.
This year’s going to be a different story.
We don’t have much space to work with, but enough for a few rows of this and that, and if we’re really lucky, save us a few trips to the farmer’s market.
I love the satisfaction that comes with each stage of the process, from turning over the ground, all the way up to harvesting a crop of … something.
So, time to plan, and out came the catalogs, some from home, and some from Who's Mailing What!
I jotted down some thoughts on what works well in them, marketing-wise. Even if you have the exact opposite of a green thumb, there are some practices worth considering.
1. Use Lots of Color
This should be a no-brainer, right? Plants are living things, so show them in all of the rich color print can deliver. This catalog from Tomato Growers Supply Co. is a great example, especially with its front cover. The size of the image on the pages inside can vary, and bigger isn’t always better.
2. Be Authentic
You want to build trust with your customers. But how? Tell a story. Talk about the history behind your brand. Baker Creeks Heirloom Seeds discusses the mission of its Good Seed Catalog, and ties to it a future without GMOs or corporate control of food.
3. Master the Details
There are so many things the customer has to consider when ordering seeds or plants from a catalog. You want to provide enough facts for them to feel confident, but not overwhelmed. Wildseed Farms shows an image, some background and cultivation information, and pricing. Each listing also includes a seedling photo, and even indicates if it helps pollinators like birds or butterflies.