Contributions to Profit The 40-40-20 Rule

In my career, I've seen some super-ugly catalogs, direct mail pieces and even Web sites that've been cash cows. And, I've seen stunningly beautiful creative jobs sink like stones. There are a couple reasons:

1. It doesn't matter how beautiful your catalog is; it's only a sales tool. Your catalog has to be your salesperson. And just like any sales process, it has to provide enough information to allow the reader to make a buying decision. It has to be persuasive, answer objections in advance and make an offer that can't be turned down. It doesn't have to be pretty; it just has to sell.