Speak Personally …

Much of this also can work well in B-to-B, an area that rarely uses effective personal copy. The Action Bag Co. catalog has gone from no teasers to such teasers as this: Business cards looking outdated? See our fresh new Stationery ideas on page X.

Carol Worthington-Levy is partner, creative services, for Lenser, a catalog consultancy. You can reach her at (408) 269-6871 or carol.worthington-levy@lenser.com.