Catalog Doctor: Good Readability Makes a Healthy Catalog
PATIENT: Doc, in my last visit [in January's All About ROI] you gave me two sure-fire prescriptions for healthy catalog marketing during this economic epidemic. Can you prescribe another sure thing I could count on to deliver results with low or no risk?
CATALOG DOCTOR: Your last prescriptions were to make design fast and easy to view, and add testimonials. Although there are no guaranteed "sure things," here's another low-risk script to keep your catalog healthy: Have good readability.
- Companies:
- McIntyre Direct
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
