10 More Key Steps to On-Time/On-Budget Catalog Production

In my print story, I outlined for you what I believe to be the 17 most important and crucial steps in the catalog production process. But there are 10 others that also are worth seriously considering.

1. Define your editorial position and the entire tone of your catalog copy by your brand strategy. If it’s low price, you’ll be screaming sale or value at every opportunity; but if it’s quality, you’ll focus on product benefits and your tone will be more authoritative and/or educational.