VWR International: Synergy in Action
Focus On: Marketing Operations
The General Catalog: The Whopper
As noted, VWR produces a hardcover book bigger than a one-volume, unabridged dictionary. On the inside front cover is a headline, “Ordering from VWR couldn’t be easier,” followed by the 800 phone number, URL and four large color logos of Visa, MasterCard, American Express and Discover. An old rule states that using credit card logos rather than spelling them out in writing can increase response 5 percent or more.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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