Catalog Doctor: More Than a Look-Alike

PATIENT: My catalog’s in a fairly crowded market. All my competitors look similar and carry many similar products. Is that the best way to do it? Will I sell more being more like the competition, or should I work to be
really different?

CATALOG DOCTOR: Being different is better for your catalog, but there are some wrinkles, too. Learn the signs and symptoms of being too much like your competitors.