Whatever Works: Where Product is King

Their philosophy was simple: They’d show products that people didn’t know existed and make them want the items. These were not products found in Wal-Mart, Kmart or the local drug store. Rather, the catalog would offer products to accomplish something that was immediately obvious from the headline and the illustration. “If the prospect has to read the copy to find out what a product does,” Brown says, “you’ve lost the sale.”