Consumer Prospecting with Fewer Pages

It would seem a catalog that included only bestsellers would perform so well it would offset the falloff from a catalog with fewer pages. At first, this might be so. But prospects will tire of seeing the same products time and again.

When prospecting, you’re continually mailing many of the same outside names. In fact, if you’re actively mailing prospects, some of those people will see your catalog as often as your customers. Therefore, the importance of introducing new items to stimulate sales holds true when mailing to prospects, for the same reason you want to change the catalog when mailing to your housefile.