How to Waste Your Marketing Dollars

If you dislike the copy in your catalog, test other copywriters and competing copy styles. Or give your current copywriters better information, explaining exactly what you’re trying to accomplish. 3. If your creative team’s suggestions seem ridiculously wrong, consider that they may be right.

Once a year for more than a decade, an apparel cataloger called in top-level creative professionals from all specialties to review her catalogs. The team spent a week identifying weaknesses, exploring alternatives and proposing improvements. At the week’s end, the cataloger reviewed everything and rejected it all. She then repeated the process the next year. Sales declined each year.