Catalog Doctor: Conquer 'Fear of Selling'
* Myth No. 1: Copy on the cover detracts from the visual communication. Myth No. 1 creates fear of having selling copy on the front cover — especially several messages in large type.
Prescription: Realize that cover copy usually lifts response. Remember, you're helping consumers by giving good-for-them reasons to open your catalog. They're busy, don't make them figure it out themselves. Just make sure the copy is timely and useful, like: "42 New Products Inside," "Grand Mother's Day Gifts" and "Tips and recipes for cooking with hot sauce.”
- Companies:
- McIntyre Direct
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
