Catalog Doctor: The Doctor Is In to Help You ...

Review your unique selling proposition (USP). Is it delivering what your customers need, or what you wish they’d need? If your USP really is great, is your copy communicating that USP in a clear, compelling way?

Symptom 2: Undertesting Circulation
“Mail more names, more often” was the mantra for many catalogers during better times. Then the U.S. Postal Service hit the industry with a high postage increase, and many catalogers implemented arbitrary, desperate circulation cuts. But what’s the optimum quantity, frequency and time for mailing?