Catalog Doctor: Conquer 'Fear of Selling'
* Myth No. 4: "Don't put the 800 number or URL on the front cover — there's nothing to buy from the cover anyway."
Prescription: Your catalog is more than an invitation to open and look inside; it functions like an ad — a memory trigger to needs ("I've been meaning to order new shirts") and brands ("I like their shirts"). A URL on the front cover makes it super easy to immediately browse online. An 800 number on the front cover makes it easy to call when you know what you want ("Can you look up what candy I gave my brother last year and send it to him again?").
- 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.
