Selling action sports equipment and accessories is an “extreme” challenge

By Melissa Sepos

Throughout the catalog, Donley promotes two offers: a free t-shirt with a $50 purchase and free shipping on orders over $99.

The Monsterskate catalog works because it directly relates to its shoppers—not heavy on “sell” but providing the information necessary to close a sale.

“Skating is a very technical, skill-oriented sport,” explains Donley. “The kids interested in purchasing this hardware need to know the technical specifications. It is important the product descriptions describe the product and construction. Where I can, I try to give them some humor and personality.”