Lois Boyle A

How to sell products: It's more than just a pretty picture. By Lois Boyle A picture may be worth a thousand words, but it rarely tells the whole story. Consider a photograph on a catalog page. You can make it as attractive as possible, with beautiful lighting and extravagant propping, but there are drawbacks—a photograph alone won't give the full experience the product has to offer. You can't touch it, taste it, smell it or try it on. A multifaceted product is reduced to one simple dimension. Often that isn't enough. Catalogers must work hard to establish a perceived value with their

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