Catalog Doctor: Avoid the ‘Lazy Syndrome’ Epidemic
1. Answer this product question: What will this product do for me, and why should I care?
There’s way too little product analysis from the customer’s standpoint, and you can see the consequences in weak, unconvincing copy. With today’s tight dollars, customers need a lot more convincing to open their wallets. The analysis needed to write effective copy is hard work, but the results are worth the effort.
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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.