Freshness Sells
Answering a few simple questions will help you keep your b-to-b catalog’s creative elements ready for market
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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.”
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- Companies:
- J. Schmid & Assoc.
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