And the Winner Is ?
2. Organize products so they're easy to find.
3. Use a great offer that entices people into the catalog.
4. Incorporate involvement devices and stories throughout the book.
5. Merchandise the most profitable and most desirable products on right-hand pages.
6. Use people in the layouts.
7. Work on the pagination, so that every page counts and there's little merchandise that won't sell.
8. Use the order form as a cash register by offering impulse items and making the form fun and interesting to fill out.
9. Include a toll-free number and/or URL on every page.
10. Personalize the message near the address to make it relevant to the prospect.
Let me hear what you're thinking, and what's working for you. Your e-mails, letters and challenges make my day!
Lois K. Geller is president of Mason & Geller Direct, a direct marketing advertising agency now located in Hollywood, Fla. Reach her at email@example.com.
Below are pictures from Hoofprints.com's mini-makeover.
The catalog's before photos are on the left;
the new and improved after shots are on the right.
|To up the selling power of the Hoofprints.com catalog, we highlighted more products, provided page numbers to pull prospects inside and added a mini table of contents.|
|Copy in a reversed-out, italic font disguised Keesling's letter on the inside front cover, so we made the letter more obvious by changing the typeface and including a photo of Keesling.|
|On the inside pages of the catalog, we gave more selling space to a top selling CD and eliminated some of the background images.|