Creative

In a recent webinar from the Target Marketing Group (sister unit of Catalog Success), copywriting veteran Bob Bly offered his top secrets on how to use copy to increase sales for both B-to-C and B-to-B marketers alike. Here’s a recap of Bly’s presentation. “Next to the list,” Bly said, “the offer is the most important part of a promotion.” Offers consist of the following elements: * product — what product you’re offering, and what model or version of it; * price — what customers have to pay; * terms — the conditions under which they have to pay; * premiums — what bonus gifts

Food and fashion catalogs have long since recognized the importance of quality photography in their books. But B-to-B catalogers have skimped on this important catalog component too often. The old adage of “a picture is worth a thousand words” still holds true. More importantly, bad photography — unclear, out of focus, too small, etc. — communicates a negative message. With today’s impatient buyers, you only have a few seconds to communicate your product benefits. The quality of your photography is essential to doing this effectively.
So when reviewing your catalog’s photography, ask yourself the following questions:
* Do the pictures properly display the attributes

Tired of reading about what a tough year it’s been for so many businesses across the board? Frustrated with your own results? Scared about the economy? Whether or not you’re struggling as much as others, here’s a little tonic: our annual best-of feature, in which we’ve pulled what we believe to be the 50 best and most implementable tips of the year from Catalog Success magazine as well as our weekly e-newsletter, Tactics & Tips. There’s nothing fancy here. Each paragraph is taken from a particular story that’s referenced, so you can turn or click back to reread the full story or act on

With today’s tough economic times calling for catalog/multichannel marketers to tighten budgets on every front, one of the biggest challenges is how to cut catalog production costs without diluting the brand or skimping on key creative elements. But what stone has been left unturned on that front? Here are eight cost-cutting, brand-retaining production ideas to consider. 1. Marry and involve both your production and creative team members at the very beginning of each project. Their insight and experience will identify pitfalls, time-saving technology opportunities, and ways to streamline the production and proofing process. 2. Take full advantage of your vendor relationships to minimize paper,

This month, I thought I’d share some of my favorite e-mails and explain why they’re tops in my book. As you read them, think about how you might incorporate these tactics in your own e-mail programs. Orvis and Customer Reviews Many catalogers include customer product reviews on their sites. It’s a great way to take advantage of Web 2.0 by integrating customer content online. Plus, shoppers place great value on reviews in the shopping process — this user-generated content should increase sales. If you have customer reviews on your site, make sure the members of your e-mail list are aware of this feature. Orvis

Quarterly Catalog Success Latest Trends Report on Mailing and Marketing Practices (November 2008)

Copywriting is often treated like “copy on the go.” That is, it’s treated more like picking up fast food than relaxing over a well-balanced meal. But when you drag copy to a Web site from the original catalog, or use it almost verbatim in an e-mail, there’s bound to be something missing — including lost sales. Consider writing to “fit” the media. The very aspects that make each different selling channel so vital provide clues for writing more powerful copy. The Similarities Regardless of the media, the name of the game is selling. Keep your voice consistent for all media, and remember the

In 88 years in business, Hodges Badge Co. has never had an unprofitable year. But in this rocky year, a potentially negative bottom line was too real a possibility for it to rest on its laurels. Like so many catalog/multichannel merchants, Hodges sought to defray costs to ensure that its 89th year would also be profitable. So Rick Hodges, president of this family-owned, Portsmouth, R.I.-based B-to-B cataloger of ribbons, rosettes, medals, presentation silver, sashes and buttons, targeted his biggest cost center — postage rates — as the focal point for potential savings. His goal was to cut costs without reducing the circulation of

Note: Consistent with the issue’s focus on e-commerce/technology, this month’s Creative Cut focuses on a Web site. Many niche marketers thrive on the Web. If you have a very specialized product or target market, you can build a successful online business that grows by word-of-mouth, search engine marketing, and, at times, small catalogs or print materials. This requires a well-honed site that speaks directly to your market with a clear message that you’re an expert at what you do. The following is a look at ways FlagClothes.com could enhance its Web site to become the true leader in flag-based, patriotic products. Homepage At

PATIENT: Why aren’t catalogs prettier than they are? Isn’t a beautiful design the best thing for my catalog? CATALOG DOCTOR: It’s true that many catalogs aren’t as pretty as they could be. Most important, of course, is what lifts sales. Will beauty improve sales for you? Let’s try to answer that, then look at how to achieve beauty. Look at Leonardo Da Vinci’s famous “Mona Lisa,” acknowledged as beautiful art the world over. Whether from the colors, the proportions or the mysterious smile, it has the underlying elements that make people want to look at it and hang it on their walls.