Sells

Need some Courtney Love in your life? Look no further than her designer wardrobe. The Etsy-obsessed rock star has set up her own eBay shop, fittingly named Courtney Love Couture.

There are some great-looking B-to-B and hybrid B-to-B/B-to-C catalogs these days for both exotic and mundane product lines. But beautiful or ugly, plenty of them compromise response and profit by using layout and copy that ignore key selling and design principles. Applying those principles can help creative teams and management realize full value from their catalog mailing investments. Along with consultant Sandra Blum, author of “Designing Direct Mail That Sells,” I discussed this in a session at the MeritDirect Business Mailer’s Co-op in White Plains, N.Y., last week. By taking the audience on a visual tour and analysis of more than 20 catalogs we