Formulating a B-to-B Catalog Mailing Plan, Part 2

10. Be creative with your copy and design. Make use of photos and illustrations in your catalog, Harding advised. Show products in use, products in use with people, problem pictures (before and after), mix and match, and in cut-away form. People shots receive high attention, he said, especially two people interacting with each other. Use of tables, charts and diagrams can also prove to be effective, Harding said. Even if only 2 percent of your customers look at them, they’re the ones to focus on. These include competitive comparison charts, options and accessories charts, SKU tables, and a diagram of usage steps (or processes).