Catalog Doctor: Sell More With Catalog Copy That’s Kind to Customers

That’s a good start, and we can do more. But before exploring our other changes, let’s look more closely at why we need them by getting into the head of an imaginary customer.

Molly: the Distracted Customer
Molly does the purchasing for a small clinic from 8 a.m. to 5 p.m., Monday through Friday, and is a soccer mom the rest of the time. She buys from catalogs — at work and home. Today she’s home, still thinking about a sick co-worker and how to find an out-file vendor to replace one that just closed. Her mind’s also occupied with thoughts of postponing the kitchen remodeling she’s been looking forward to in order to pay for her oldest child’s braces, taking her middle child to soccer practice in an hour and finding new day care for her youngest. Plus, she’s planning four meals for her in-laws, who are visiting this weekend.