Meet Your Buyers

And for a few of your better customers, this scene may not be too far off. Studies have shown that catalogs are more positively received by consumers than any other form of direct mail.

But assuming you’ve already covered all the basics (and so your catalog offers attractively presented, desirable merchandise at reasonable prices to a well-targeted audience), then you’re already selling well to your committed buyers. And if you want to raise your response rates, your catalog now must sell harder to your less-committed customers. Specifically, your catalog must sell better to people who are rushed, grumpy and don’t care much about your products.