What catalogers can learn from direct response TV marketers.

By Shari Altman

Though DRTV has the advantages of video that can’t be replicated in paper catalogs, there are ways to adapt the techniques to cataloging. Take advantage of your multiple channels. For example, streaming video on your Web site or a CD-ROM, graphics on the catalog page or in a referenced PDF on your Web site all provide ways to offer more information detailing the benefits of your products. The old axiom “The more you tell, the more you sell” is no less true today than when it was coined years ago.