And the Winner Is ?
He redesigned the cover to show products and directed customers to the appropriate pages inside—instead of depicting the target audience. He also added a small table of contents in the lower right. Of course, we'd also suggest a great offer in a burst or a circle on the cover.
To avoid confusion, he took off the double headline and just used Hoofprints.com.
The Inside Front Cover
I always think the most important "personality" place in the catalog is the inside front cover where you might find the letter from the editor, owner or spokesperson of the brand. In the case of Hoofprints.com, we didn't realize the copy with the drop-out white type on the catalog's inside front cover was her letter. It was very hard to read in an italic font. It was also unclear that the beautiful print of a farrier with children was an item she sells.
Our solution was to make the letter look like a real letter from Keesling (including a photo), and put a frame on the print so people could see what a lovely work of art it is.
The Inside Page
On the inside pages, we gave more prominence to a music CD that does very well. We've blown it up, so it's
easier to see, and eliminated many of the background images of clouds and sky, which made the copy difficult to read. We also organized the products so the equine sympathy cards are
featured separately from the jewelry and the framed horse photo.
More Makeover Tips
We've redone many catalogs, including a great one for children's books, as well as efforts for women's clothing and cars. Here are 10 techniques we use to lift response.
1. Make the copy easier to read. Try fewer type faces, more serif type, no reversed-out type.