McIntyre Direct

Catalog Doctor: Conquer 'Fear of Selling'
April 13, 2010

"Fear of Selling" is a paranoia caused by catalog marketing myths. Particularly susceptible are decision makers without marketing backgrounds, marketers without catalog experience and designers who never see test results. Try the following prescriptions for debunking catalog myths.

Prognosis: Baby Steps
January 1, 2010

In late November, we surveyed the All About ROI editorial board members and other marketing insiders to gauge their views on the year ahead. At press time on the eve of the 2009 holiday homestretch, with their hopes for a better sales outcome than 2008 looking modest at best, few saw an especially bright light shining by December. Instead, many settled in to make the appropriate adjustments for reduced demand.

Sure Things
January 1, 2010

PATIENT: Doc, I hope to keep my catalog healthy during this economic epidemic. I've slimmed down by cutting overhead. Now I need to focus on marketing. But it's got to be low or no risk. Any sure things that I can count on to deliver results? CATALOG DOCTOR: There are no "sure things." But like fruits and vegetables can help keep your body in shape, here are two prescriptions to help your catalog health.

Break Out of the Catalog Mold
November 1, 2009

PATIENT: Doc, I'm worried that my catalog program is in a rut. I'm tracking my competitors, but they're in ruts, too, so I'm not getting new ideas there. How can my team and I develop some new, innovative ideas instead of the same old retreads? CATALOG DOCTOR: It's hard to envision new ideas when you keep staring at the same old bag of tools. To stimulate your thinking, break away from the catalog world, see what the rest of the world is doing, then think about how you can apply that to your catalog.

The 50 Best Tips of 2008
November 1, 2008

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

Catalog Doctor: More Than a Look-Alike
October 1, 2008

PATIENT: My catalog’s in a fairly crowded market. All my competitors look similar and carry many similar products. Is that the best way to do it? Will I sell more being more like the competition, or should I work to be really different? CATALOG DOCTOR: Being different is better for your catalog, but there are some wrinkles, too. Learn the signs and symptoms of being too much like your competitors. Do your customers get you mixed up with your competitors? If so, you’re losing out on building customer loyalty and higher response. Sit back, let me tell you a story. Five

Catalog Doctor: Sell More With Catalog Copy That’s Kind to Customers
August 1, 2008

PATIENT: The copy in my catalog has always been good. But the young people on my staff say it needs to be way shorter — that no one reads anymore. My older staff says I need to keep copy long so customers get all the information they need to buy. I want to keep up with the times, but I don’t want sales to go down. Who’s right? CATALOG DOCTOR: They’re both right, but you don’t need to choose. Your copy can be short and informative. The key is to organize copy in ways that make life easier for your customers. To see

Catalog Doctor
May 1, 2008

PATIENT: Doc, 20 years ago, I launched a new catalog successfully. Now I’m thinking of launching another one. But I’ve been out of the business for a while. A lot must have changed in the last 20 years. What’s different about a launch or spin-off today that I need to know? CATALOG DOCTOR: Many of the old prescriptions for a launch or spin-off still work. But there are also new, complex combination treatments because of today’s postage costs, paper costs and the growth of the Web. Kitchen Table Still Usable? Launching a brand-new catalog from your kitchen table is still a theoretical possibility. Then

May 1, 2008

Access Technology Solutions Direct Selling Services 34 Randall Decker (801) 420-9225 Associated Global Systems Fulfillment 62 Sales (516) 627-8910 B&W Press Printer/Specialty Mailer 23 Paul Beegan (978) 352-6100 Belardi/Ostroy ALC, LLC Lists 22, 39, 60 Andrew Ostroy (212) 924-1300 BowTie Inc. Lists 6 Kristina Grubb (949) 855-8822 x3420 Brown Printing Printer 41 Jill Tobin (212) 782-7857 Catalogs America Printing BC Dan Sayin (727) 864-2000 Catalyst Direct Marketing Lists 32, 65, 67 Fred Litzky (201) 405-1414 Chilcutt Direct Marketing Lists 52 Jane McCoy (405) 478-7245 Commerce Register Service Bureau 48 Bob Schweighardt (201) 445-3000 Creative Automation Direct Marketing 55 Bob Rajan (800) 773-1588 Cyber City Teleservices Telemarketing Services IBC Erv Magram (201) 487-1616 Datamann Software 24 Kathy Reagan (802) 295-6600 Direct Tech Inventory Management 21 Jack Mahaffey (402) 895-2100 DM Transportation Group Transportation Management 56 Bill Wilson (717) 258-0611 DoubleClick Performics Search/Affiliate Marketing 35 Robin Simkins (312) 739-0682 Dydacomp Development Software 8 Rob Coon (973) 237-9419 Edith Roman Associates Lists 3 Kevin Collopy (845) 731-2684 Endicia Mailing Software 57 Sales Department (800) 576-3279 Foster Manufacturing Production Equipment 6 Ted Borowsky (800) 523-4855 Iverson Language Associates Translation

Catalog Doctor: Vitamin Maybe
March 1, 2008

Patient: Doc, our catalog works great for our core audience. We know this because we get tons of love letters from customers. So why can’t we improve response rates and grow faster? Catalog Doctor: Just like building your body, building a strong core audience for your catalog is important. But if you only work on your core, you may be leaving the rest of yourself weak. Patient: You mean, like strong abs aren’t enough? I also have to build up my arms and legs? Catalog Doctor: Exactly. You must focus harder on selling to your marginal audience, not just your core. Make it