Catalog Doctor: Avoid the ‘Lazy Syndrome’ Epidemic
Layering lets customers quickly find and focus on what they’re most likely to buy, which increases response for you.
Do fundamentals work? A cataloger I’m familiar with launched a book so budget-conscious it only had fundamentals — two-color printing, owner-written copy, owner-taken photos — but with clear, convincing copy, and organized, easy-to-use layouts.
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
