Catalog and Direct Selling: Punch Up Your Product’s Resume
Dress for Success
Like a referral from a trusted colleague, a product referred to customers from a brand they trust is a credible testimonial. By “dressing” your product with familiar brand creative, it will benefit from each and every positive brand experience.
Positioning creative to appeal to the specific target audience is equally important. If customers are upscale and sophisticated, showing up for the interview with neon star-bursts and big, fat type will not make a good impression. Align your creative with your market.
A Killer Resume
Every item in the catalog is selected for its potential to become a best seller. Your product must effectively communicate its primary job qualifications and make an impact while doing so. The three essential qualifications are skills, experience and accomplishments.
Skills. A product’s skill set is defined by a specification sheet. Completing a comprehensive spec sheet for the copywriter and creative team is perhaps the most important step in building a product resume. If the creative team doesn’t understand a product’s benefits, neither will customers. A spec sheet is the foundation on which the creative team builds effective, benefit-driven product presentations, attributes, headlines and selling copy.
Experience. Data-driven analysis quantifies a product’s performance history. Sales information, margin goals and detailed square-inch analysis are good tools for measuring a product’s competence and potential. Performance history helps the creative team identify the best candidates for every job. Using this data, the creative team places high performers in hero spots, reallocates space and realigns product categories to take advantage of teamwork opportunities so every product can perform to its full potential.
Accomplishments. The product’s past success can be communicated many ways, including customer testimonials, manufacturer endorsements, editorial copy, industry seals of approval and product-testing achievement icons.
A product’s accomplishments are what differentiate it from the competition, and a product resume should highlight only the accomplishments that strengthen the product’s worth in the mind of the customer.