Sal Longo’s Catalog Startup Tips

• Find a mentor. Longo says he often forms advising relationships with companies new to the direct marketing game. He recommends looking for mentors outside your product vertical just to eliminate any potential conflicts with your business.

• Put your own spin on outside advice. While Longo does advise that you listen to what experts say, he suggests giving it a good wring through. “Try to understand what’s legitimate advice, and what just won’t work for the way you do business,” he says.