By
Joe Keenan
, Senior
and Catalog Success
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* Don’t allow theme to take over your book at the expense of response. LaPierre finds there’s a disconnect today between what catalogs provide and what customers want (and look for). One example of this was a catalog company that featured a hat on its front cover. LaPierre opened the catalog up expecting to find the hat prominently featured, and it wasn’t included anywhere in the book.
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