Revving Up B-to-B Catalog Effectiveness

Too Confusing
I noted how the most fundamental problems arise from a failure to see catalog layout and copy through the eyes of customers trying to get information to make buying decisions. Catalogs too often present buyers with a confusing array of choices and little help on how to decide, which result in lost sales. B-to-B catalogers can improve their customer perspective by building charts that organize product line user benefits and applications. Then apply those insights to create pages with greater persuasive impact.