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

2. Prepare product information sheets for all new products. These sheets will be the bible used by copy and design to properly position each product to sell. Since benefit copy sells, be sure to describe the benefits of each product, not just its features.

3. Conduct a copy and presentation review of any continuing products to determine whether changes might enhance customer response. Sometimes a product fits the brand strategy perfectly and the merchandise team has confidence in it, but it simply didn’t sell its first time out.