Just Puttering Along

Another catalog, the King Catalog, comes closer to helping the buyer, in Kiger’s view, but still not enough. He likes headlines such as “affordable quality & comfort,” but then points out virtually identical wording describing several different models.

When selling to the more experienced buyer, Kiger reminds catalogers not to skimp on sales copy or lists of features. He speculates half-jokingly that techno-savvy pilots are probably perusing the headset specifications long into the night while their wives wonder if they’re ever coming to bed.