A Chat with October’s Profile, Bill Boatman, Founder and Owner of Bill Boatman and Company

CS: How did you deal with them?

BB: Reading the mail-order books and writings of some of the experts in the field, like David Ogilvy, Max Sacheim, Vic Schwab, I learned to put merchandise on the front and back cover, which many catalogs don’t do. Everything I’ve read says that pages two and three are the most effective pages to sell. The books and articles acted as a reference guide when I had a problem/question. I also began to stress the benefits of owning the product, rather than the individual features. Everyone’s selfish to some degree.