Do Use Your Sales Techniques
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DON'T Bury Your Phone Number
Ever found a catalog product you wanted to buy and then you flipped here for the number and there to read the item number? Annoying, isn't it?
Consider putting your phone number on every page. No, people won't call and tell you what a wonderful idea you had. But the convenience and ease of ordering will still stick in your customer's mind.
DON'T Forget the Discounts
Your product is 20 percent off. So tell your customer. There are a couple of different ways to do this.
One is to simply write: 20% Off! Was $84.99 - Now Just $67.99! Or you can just use graphics to cross out the old price and type the new price.
DON'T Forget Your Graphics
So you've got your product pictures and your catalog copy. Don't forget to use those handy, dandy graphics.
New product? Use a starburst graphic and it will really stand out.
Really draw attention to your items that are on sale, bestsellers, etc. But use special graphics in moderation. If everything has a starburst or an arrow, then nothing will stand out and your page will look cluttered.
DO Give Your Customer Some Space
Keep it simple. Design an order form that's easy to fill out and with a lot of space to write their information.
DON'T Forget the Instructions
Print step-by-step instructions on your order form so your customers know exactly how to send in their order.
And speaking of sending in their order, provide a business reply envelope so your customer can enclose your order form and their check.
Unfortunately - for customers - most catalogs fail to use the above fundamentals. Those catalogs that lack descriptive, persuasive copy and are just filled with product specs and model numbers are not only boring, they're ineffective.
But fortunately - for you - you know how to organize an order-pulling, money-making catalog by utilizing all of these key ingredients.