Lists: Behavior Matters Most
When prospecting for new catalog customers, remember one thing and one thing only: Behavior Matters Most
Kupfer suggests that with the exception of such humongous books as Spiegel, most catalogers send their regular book to prospects. Hayden says that intuitively, it makes sense to have a prospecting book. “But in most cases, the main book works better. It’s frustrating,” he adds.
Space Ads: Merchandise
- Companies:
- Abacus
- DoubleClick
- McIntyre Direct
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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