Cataloging Hot Spots

• They’ll read their name on the back cover to be sure the catalog is correctly addressed and notice any product on the back page (one more page.)

• They may flip to the inside back cover because it’s easy (two more pages).

And that’s it—your seven-page catalog.

Is your catalog as strong as possible within those seven key pages? If not, consider this: up to 10 times more people will see your hot spot pages than the average pages in your overall catalog. Which means that a tiny 1-percent improvement in sales from your hot spots can generate as many extra sales dollars as a 10-percent improvement in sales of products from any other pages.