Catalog Doctor: Vitamin Maybe
Patient: Doc, our catalog works great for our core audience. We know this because we get tons of love letters from customers. So why can’t we improve response rates and grow faster?
Catalog Doctor: Just like building your body, building a strong core audience for your catalog is important. But if you only work on your core, you may be leaving the rest of yourself weak.
Patient: You mean, like strong abs aren’t enough? I also have to build up my arms and legs?
Catalog Doctor: Exactly. You must focus harder on selling to your marginal audience, not just your core. Make it easier for fence-sitters to buy from you. You’ll get higher response rates, higher growth and higher profits.
Patient: How’s my core audience different from my marginal audience?
Catalog Doctor: Let’s look at the Simplified Audience Pyramid.