Want to Put Your Customers to Work for You?

“What if the copy doesn’t list washing instructions?” I asked.

“Oh, then I just assume it’s dry clean only. That makes it a reject.”

“But if you like the blouse, don’t you call first and ask if it can be machine-washed?”

“Oh no,” Connie replied. “That would be too much work.”

Too many catalogers tell me, “If customers have questions, they’ll call.” Catalogers have used this statement to excuse data-light copy and unclear photos, as well as to explain their rationale for bypassing competitor comparison research among other things.