On the Web, Show Prospects You’re a Real Company; Not Simply a Fly-by-Night

Tell Your Story (It’s More Interesting Than You May Think!)

The beauty of the catalog business is that most catalogers have a history and a story to tell. After reviewing the five catalogers, I looked for another one to cite as an example. I found Sierra Trading Post (www.SierraTradingPost.com), which is only a little more than 20 years old. It tells the life story of founder Keith Richardson and how, at a very young age, he wanted to run his own company (www.sierratradingpost.com/lp2/timeline.html). In somewhat of a timeline format, it explains how Keith attended San Jose State University beginning in 1970, studied accounting, later landed a job with Sportif USA, rose to president there, even how he got forced out of Sportif, and the following year launched the Reno, Nev.-based Sierra Trading Post.