How Mrs. Beasley’s Made a Hollywood-style Turnaround

By Paul Miller

What’s more, Fletcher discussed some key design and copy changes she installed in the new-look catalog.

The slim jim format “didn’t show the gift baskets well,” Fletcher explained during the ACCM presentation. “There were unusual dot-whacks and taglines on the cover, which wasn’t very product-specific.” Fletcher also recommended that Mrs. Beasley’s back off a “reduced” shipping offer also shown on the old cover, because “it reminds customers you have shipping charges and tells them that they’re still high on some products.”