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.