Catalog Doctor: Good Readability Makes a Healthy Catalog
While it's a myth that "no one reads copy anymore," it's true that almost no one will ever read all, or even most, of your catalog's copy. The only person who will ever read every word of your catalog front to back is probably your proofreader.
So your readability goal isn't to get customers to read every word, but to have most of your marketing messages jump into their brains — almost unconsciously — when they skim each page. This means taking all the work out of reading that you can.
- 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.
