Meet Your Buyers

But that’s the wrong solution, because it won’t sell well to marginal prospects. If you don’t like a layout your designer has devised, ask to have it fixed. Don’t just “clean it up,” or you’ll lose selling effectiveness.

Hurry-up Readers

“Harry, look what came! It’s a catalog I’ve never seen before, filled with products I’m only vaguely interested in, and I’m so busy now with other things! So I think I’ll sit right down and read every word of copy in this catalog!”