So You Want to Start a Catalog

“And if you could teach me the ins and outs of catalog copy, I’m a pretty good writer. I used to write a lot of reports on China when I worked for the government.”

A triple-header! This company had three big levers: A built-in list of happy customers, fluency in Mandarin Chinese to better communicate with factories and in-house writing expertise. This catalog was on the road to success.