Connect With Your Audience

Magellan’s covers show scenes that draw the viewer into the picture—and into the catalog itself, says Lynn Staneff, a spokesperson for the travel catalog. “We’re fond of [depicting] streets and pathways that beckon the reader inside.”

Copy that Converts

Copy not only defines and refines the emotional experience of your catalog, it’s also the linchpin that turns a reader into a buyer. All successful marketing brings about one or more conversions in its audience: It converts disinterest into interest, interest into desire, and desire into need. In a catalog, the point at which interest turns into desire or desire turns into need can be just a little bit of copy.