Catalog Doctor: Sure Things
Then send a letter to those testifying customers with your edited version of their words and your thanks. Say, "Here's what we plan to print," signed with just the customers' initials and city/state. Be sure to say that the reason for the short ID is to protect their privacy — they'll appreciate that. Ask them to sign your OK sheet, and say that when you get the OK sheet back, you'll send them a gift certificate. You'll not only get good testimonials, you'll get happy customers.
- 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.
