Five Ways to Bring Your Catalog/Multichannel Business in Tune With 2008
2. Get even more ‘cyber’ this year.
Boy, that’s an outdated phrase, isn’t it? More than a decade ago, when I was still figuring out how to use the Web (I think we still called it the “World Wide Web” back then) as well as e-mail, I recall somebody e-mailing me a message telling me to “get cyber!” All he meant by this was that I needed to make better use of the emerging online tools, because I was still aloof to the whole thing.
The technology in key online tools, such as search engine optimization and search engine marketing, e-mail marketing, affiliate marketing and online digital catalogs, is continuously updated, and, needless to say, it’s getting better all the time (yikes, quoted another ’60s song there). We all know that. But if you came through the traditional catalog ranks, how well attuned are you — and are people at your company — to being totally on top of fast-changing technology?
After all, the most significant year-after-year changes affecting the print catalog business typically have revolved around postage increases more than anything else. Sure, desktop publishing and other technological advances have impacted the print catalog business over the years, but all your e-commerce-related features and enhancements change far more rapidly. Don’t get left behind.
3. Copywriting: Write for today’s audience.
I’m swiping a page from the book of copywriting guru Herschell Gordon Lewis here. If you’ve ever heard Herschell give a presentation at a conference, you know that it’s pretty easy to sum up his mantra very briefly: He’s all about staying in tune with today’s consumer.
If your copy is written in a manner that you couldn’t comfortably speak to another human being, why are you writing it that way? Write the way today’s consumer speaks. Well, at least in the manner most people speak (maybe refrain from the “anizzles” of Snoop Dogg).