Cover Story: 50 Best Tips of 2010

Creative & Copywriting
6. Show your catalog's products in a lifestyle setting. "Combine aspiration with clarity (e.g., a model wearing your swimwear in a resort setting, your upscale pots in an upscale kitchen, etc.). Insets of products plus aspirational images can work, too."
Susan J. McIntyre, McIntyre Direct
"Catalog Doctor: Conquer 'Fear of Selling'," April 13, The ROI Report

7. Design your catalog to fit press and paper sizes. "Look at sizes that don't waste paper but that can also run on a lot of different presses so you have some options when bidding. Look at sizes like 8-1/4 by 10-1/2 or thereabouts, and talk to your printers to see what fits on their presses."
Carol Worhtington-Levy, LENSER
"5 Creative Catalog Techniques That Save Paper Costs," March 2, The 
ROI Report

8. Get customers to invite you into their "personal" spaces. Offer an opt-in newsletter subscription so buyers can subscribe to receive special offer notices and valuable tips. Best of all, your company stays fresh in consumers' minds.
Denise McGill, catalog, web and promotional copywriter
"Copywriting Tips to Boost ROI in Slow Economic Times," Feb. 2, The ROI Report

9. Appeal to consumers' emotions. "To bring new life to product descriptions, appeal to the different emotional needs of consumers. Depending on your target audience, choose the emotions you want consumers to feel about your products, and bring more variety to your product descriptions."
Denise McGill, catalog, web and promotional copywriter
"How to Easily Write Several Descriptions for One Product," March 16, The ROI Report

Customer Service
10. Ask the extra question of your customers and prospects. Negotiating expectations with customers will leave them more satisfied when you can meet those expectations. But don't promise what you can't deliver on.
Shep Hyken, author, professional speaker and consultant
"10 Tips to Improve Your Customer Service," April 27, The ROI Report