Freshness Sells

Gina Valentino, vice president and general manager of catalog consultancy J. Schmid & Associates, Shawnee Mission, Kan., agrees. “B-to-b copywriting isn’t about romancing [customers], but about solving their problems.”

Moreover, she continues, “B-to-b catalogers often assume there’s no need for marketing because customers already know them.” To avoid the mistake of not being promotional enough in your copy, try using headlines across a few spreads, suggests Valentino. “Don’t assume customers know what your items are or why they’d need them. Talk to customers on the page.”