Acquire Customers With Alternative Media
For information on all of these media, check with your regular broker or visit Leon Henry Inc., www.leonhenryinc.com.
The advantage of mini-catalogs: They cost as little as 10 cents delivered (vs. 75 cents or more for sending a full-dress catalog to a rented list).
The disadvantage: They’re small, usually 3.5˝ x 5.25˝ to 5˝ x 7˝. But that doesn’t have to be a bad thing. For example, rather than shrinking their full-sized catalogs, merchants such as Figi’s, Lab Safety Supply and Staples put two or three items on a page with good-sized illustrations and readable copy.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
