Just Puttering Along

Kiger did like Hart Aviation’s pictorial table of contents inside the front cover: “It gave a good idea of their range of products.” But the overall catalog, he says, doesn’t give the buyer a good idea of who the company is. “Are they about service, or selection, or price?” he wonders.

“[On pages two and three,] where you are usually ‘shaking hands’ with the customer, Hart touts its 30-day money back guarantee. First of all, that doesn’t seem very long. But worse, they immediately follow it with ‘Hart Aviation’s Return Policy,’ which is many paragraphs of fine print describing what they will take back and under what circumstances. That doesn’t seem like a very friendly introduction.”