Creative Cut: PFI = Perfect for Insiders

One opportunity for improvement is to include page references with the product category names. Customers and prospects could immediately turn to the section, instead of having to go through a two- or three-step process to locate an item.

Best practices on the back cover (see pg. 16) include many of the same elements as the front cover, plus the mailing panel. The Introductory Special for the welding bench is very promotional, and the red typeface exclaiming the prices does garner plenty of attention. It may be more effective to indicate the savings (whether dollars off or percent) and how long the introductory pricing will last. Creating a sense of urgency is an important trigger to purchase.