A Chat with October’s Profile, Bill Boatman, Founder and Owner of Bill Boatman and Company
Profile of Success, Catalog Success magazine, October 2007
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Joe Keenan
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CS: How did you deal with them?
BB: Reading the mail-order books and writings of some of the experts in the field, like David Ogilvy, Max Sacheim, Vic Schwab, I learned to put merchandise on the front and back cover, which many catalogs don’t do. Everything I’ve read says that pages two and three are the most effective pages to sell. The books and articles acted as a reference guide when I had a problem/question. I also began to stress the benefits of owning the product, rather than the individual features. Everyone’s selfish to some degree.
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Joe Keenan
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Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.
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