Revving Up B-to-B Catalog Effectiveness

Along with consultant Sandra Blum, author of “Designing Direct Mail That Sells,” I discussed this in a session at the MeritDirect Business Mailer’s Co-op in White Plains, N.Y., last week.

By taking the audience on a visual tour and analysis of more than 20 catalogs we analyzed, we were able to point out how even the most successful catalogs had glaring weak spots that kept them from being even more effective.