Trimming expenses is top-of-mind for everyone producing a catalog or e-commerce site today. But it can get you into trouble if not approached with some extra knowledge.
PATIENT: Doc, when the economy tanked in 2008, my catalog turned from well to sick — we had declines in 12-month buyer counts, reactivation, average order and prospect response. How can I make it well again? CATALOG DOCTOR: You may be suffering from “lazy syndrome,” which has become an epidemic. But there’s a good chance of recovery.
Customers have few expectations about what they’ll read in a catalog or Web site. That’s why interesting copy and outstanding headlines are such a surprise and delight to them, and why it’s worth the time, effort and expense to write copy that really sings.