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Catalogs of all shapes and sizes clog my mailbox every day. How can I differentiate mine from
the pack?
From AllBusiness.com*
Related Forms and Agreements
Catalogs of all shapes and sizes clog my mailbox every day. How can I differentiate mine from the
pack?
Stick to the fundamentals. Know who your company is and what you do best -- and communicate it
clearly. If your own understanding of your company is confused, your marketing pieces will reflect
that confusion and get lost in the shuffle.
To create good materials, take a look at the catalogs that impress you and ask yourself why.
But pay close attention to the ones that are particularly annoying or confusing as well -- you
can avoid costly mistakes that way.
Make sure your company's personality, passions and mission come through in every word you print
and every image you publish. The type, layout and flow of information should all tell a story
about you. Don't be a look-alike; be yourself.
Make your selling vehicle as clear and easy to use as possible. Clarity is a virtue that consumers
really appreciate -- it saves them time and makes shopping easy. It also leads to fewer ordering
and shipping errors.
Type should be readable; your products easy to see and visually appealing; your copy clearly
written, fun and informative. Present the "how-tos" clearly: how to order, how to return something,
how to call, how to email a question, how to send a gift, how to find what you're looking for.
Thumbing through a catalog or surfing a Web site should be a pleasurable, informative experience.
Accomplish this and you're already ahead of the pack.
* AllBusiness.com provides
resources to help small and growing businesses start, market, manage and expand their business.
The site has Forms & Agreements, Business Guides, a Platinum Program and Business Directories
along with an extensive library of Articles and Advice to help with all of the activities associated
with starting and running a business. Copyright © 1999 - 2005 AllBusiness.com, Inc., All
Rights Reserved.
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