Creating a Winning Catalog

Another effective use of creative is how shipping and handling prices are included, but then crossed out. This really illustrates the savings and drives it home more than just mentioning it on the cover.

While few people actually order through the mail—for a catalog with a technology-savvy audience Trollinger estimates that 85 percent order by phone, 5 percent use the Internet, and 10 percent actually do mail-in orders—Damark supplies an order form, which is smart, since many people use it to organize their orders. It also generates prospects by asking for the names of friends who would like to receive the catalog. The order form copy is dense, but informative, and makes ordering “as easy as 1, 2, 3.”