Catalog Doctor: Avoid the ‘Lazy Syndrome’ Epidemic
4. Keep your customers focused on buying, with quick connections of copy to images.
When your customers have the catalog in their hands, would you rather they focus on confusions — like, “Where’s the copy for this product?” — or on wanting to buy (thinking, “wow, that’s cute, and handy, too”)? The quicker the copy-to-image connection, the quicker your customers start focusing on your products.
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.
