The Rule of Lists

2. House requesters. These are people who haven’t bought from you, but who have requested a catalog. Most catalogers find it intuitively easy to believe that these people will respond strongly to a catalog offer, and in this case intuition is correct.

An exception is catalogers whose ads are misleading. People responding to a misleading ad will be disappointed or shocked by the catalog they receive, and response will be poor. That’s why it’s important not to misrepresent your catalog when soliciting catalog requests.