Want to Put Your Customers to Work for You?

Mary looked restless and reached to turn the page.

I asked her, “Did you like the $15 box?”

She looked up. “I was so busy trying to figure out the basket, I forgot about the box.”

Labor distracts customers. Their only work should be to become so delighted with your products that they place orders. Ideally, your customers should be able to instantly find what they need without much thought. In a non-technical catalog (e.g., apparel, gift, food), a photo normally grabs the reader’s eye first. Then the eye often unconsciously moves to check the price.