Meet Your Buyers

In fact, many catalogers get their start by selling to a small, highly committed, niche audience—people who are so eager to purchase the cataloger’s products, they’ll buy despite lack of clarity, poor readability, a confusing layout and puzzling photos. But that doesn’t mean your core audience actually prefers confusion and lack of clarity; it simply means they’ve been willing to put up with it. If you build your catalog to sell better to tough, marginal customers, that same catalog also will sell well to your core audience.