Creative Cut: The Organized Bird Gets the Customer

Confidence can be built by providing helpful information. While Duncraft includes its guarantee, the left-hand column also should include order and delivery information. Many catalogers use this space to emphasize online buying.

It would be nice to lead this helpful information with a friendly greeting that succinctly and warmly communicates the catalog’s positioning — its unique promise to customers. I’m an advocate of using a name and a face, if you have one. Catalog buyers often say it gives them confidence, knowing there’s someone really standing behind the catalog.