Critique Your Catalog
Covers and Hotspots
9. Does the cover have an easy-to-read logo and tagline that tells who you are and what you offer?
10. Does the cover grab attention, evoking emotion or interest while standing out in the mailbox?
11. Does the presentation differentiate your brand and your merchandise concept?
12. Does the cover invite readers inside with either alluring graphics or an inside page reference?
13. Is the cover appropriate for the audience (i.e., prospects vs. customers)?
14. If there is an offer, is it brand-relevant, clearly presented and quick to read? Have you mentioned your offer enough times?
15. If appropriate, are you presenting one of your products? Based on your brand, should you be selling on the cover or including an inside page reference to the product shown?
16. Does your back cover have an easy-to-read logo and tagline that states who you are and what you offer?
17. Does the creative presentation accurately represent your brand?
18. Are you using this important hotspot to sell products? If so, do these products accurately represent your product, price point and assortments?
19. Have you included your toll-free number, URL and any other pertinent customer service information?
20. Do you include inside page references to get readers inside?
21. Have you taken advantage of the space on your back cover, using only the minimal amount of space necessary to get your catalog mailed?
22. Have you repeated the offer (if there is one)?
Hotspots (inside front spread, inside back spread, pages around the order form, etc.)
23. Have you used your hotspots wisely, placing your best-selling, most intriguing or most profitable products or categories on these high-traffic pages?
24. If you've placed new products here, are they truly special?
25. Have you placed important customer messages in these high traffic pages: