Catalog Doctor: Avoid the ‘Lazy Syndrome’ Epidemic
2. Answer this brand question: Who are you, and why should I care?
Customers may love your products, but they may not love you. Your catalog needs to convince them why they can and should love your brand and buy from you. They may see competitive products for the same price or less, so your catalog needs to convince them to buy from you instead of that other guy.
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.
