Branding on a Shoe String
Strapped for time? Starved for cash? You can still come up with a unique brand identity for your catalog
Remember Your Direct Response Know-How
Be careful that your brand identity also incorporates solid direct response techniques. The two are not incompatible.
If your new “look” relies on a lot of reverse type, you can kiss your copy’s readability and comprehension goodbye. If the layouts allow for only one or two products per page (as some layouts I recently saw did), it’s unlikely you’ll move enough product to cover your page costs.
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