Strategy: Master the Analytics of Page Count

When analyzing the average units sold, we normally see 60 percent to 65 percent of the units sold falling below the average and 35 percent to 40 percent above. Use squinch analysis sorted by price point ranges to know how the book is assorted. Review price points vs. profitability.

Adding pages is a matter of “bottom-up” analysis. The biggest danger in cutting pages is the potential shrinkage of your housefile due to lower performance rates. Therefore, if you cut pages, you have to increase overall prospecting to maintain the level of new buyers. You have to mail lower-performing prospects, which brings down overall performance rates even further. If you do decide to mail a smaller prospect catalog, be sure to create a reliable test to gauge the long-term impact of your decision.