Catalog Doctor: Sure Things
- In complimentary customer letters;
- by asking your customer service reps to write down nice comments they hear with customers' names;
- from any product reviews on your website; or
- by asking for comments and suggestions on your catalog order form, website checkout and enclosures in outgoing orders.
Getting Permission
First, have a copywriter or sharp marketing person select and edit the testimonials. They should ask, "Does this testimonial help our customers choose a product and choose to do business with us, or is it fluff?" Print the former; dump the latter.
- 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.
