Tender Heart Treasures creates 90 percent of its own products—and considers this one of its competitive advantages.

By Alicia Orr Suman

Before moving forward with any catalog creative changes, officials at Tender Heart Treasures spent time listening to customers to get their input. “We wanted to make sure our copy and voice were consistent throughout the company,” Kuehl says.

From there, the company updated the catalog’s logo and cleaned up page layouts, adding structure to the previously scattered look. “We added sales copy (touting benefits) to our bare-bones, feature-driven product copy, along with headlines and customer testimonials,” Kuehl notes.