Catalog Doctor: Vitamin Maybe
Even lazy Maybes will understand that this bag looks stylish, converts in an instant and has a securely sealable opening. Communicating the greatness of a product lifts sales.
Ready Extra Information
Once Maybes are interested in a product, some want more information before deciding to buy.
Allen Brothers’ catalog of prime beef has a section explaining such beef terms as “wet aging,” “dry aging,” “marbling” and “USDA Prime.” While hardcore enthusiasts already know such specialty terms, it helps Maybes understand the terms and choose.
Recipes, sizing notes, testimonials, craftsman profiles and added product details will all help lift sales from undecided Maybes. What you can’t fit in your catalog, put on the Web. The results will be increased response rates, sales and growth.
Susan J. McIntyre is president of McIntyre Direct, a full-service catalog creative agency and consulting firm based in Portland, Ore. You can reach her at (503) 286-1400 or email@example.com.