Catalog Doctor: Break Out of the Catalog Mold
Read the Classics
By reading fiction and history across the centuries, you can get into the human head better and view the motivations and emotions that emerge over and over again. These fundamental action drivers still work today. Broad historic reading helps you separate the unchanging core of human emotion from pop psycho-trends. That helps you drill down to the most powerful benefits of your products and brand, so you can build copy that sells better.
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.
