Creative

PATIENT: Doc, I'm worried that my catalog program is in a rut. I'm tracking my competitors, but they're in ruts, too, so I'm not getting new ideas there. How can my team and I develop some new, innovative ideas instead of the same old retreads? CATALOG DOCTOR: It's hard to envision new ideas when you keep staring at the same old bag of tools. To stimulate your thinking, break away from the catalog world, see what the rest of the world is doing, then think about how you can apply that to your catalog.

Trimming expenses is top-of-mind for everyone producing a catalog or e-commerce site today. But it can get you into trouble if not approached with some extra knowledge.

PATIENT: Doc, last visit you gave me a prescription to help turn my sick catalog well again. This economy’s so bad, I think I need an additional prescription. You got anything? CATALOG DOCTOR: Last issue’s dose of catalog fundamentals to combat “lazy cataloger syndrome” boosted copy, eye flow and scannability. Now try this shot in the arm for pagination and product selection.

PATIENT: Doc, when the economy tanked in 2008, my catalog turned from well to sick — we had declines in 12-month buyer counts, reactivation, average order and prospect response. How can I make it well again? CATALOG DOCTOR: You may be suffering from “lazy syndrome,” which has become an epidemic. But there’s a good chance of recovery.

Remember when Macs were supposed to make our lives easier? The world of rubber cement, dull blades, plugged up Rapidographs, and cut-and-paste was gone. Voilá! With a computer we could print out a single sheet of paper and a whole catalog page was “camera-ready.” In a few weeks, a new catalog was ready to mail. Fast-forward to the present, and advertising can be created and placed in front of our customers literally minutes after being finalized — all done electronically without a single sheet of paper. But has life gotten any easier?

Like many entrepreneurs who launched catalog businesses in bygone eras, the late Eddie Smith, whom I had the pleasure of knowing during the ’90s and early 2000s, stuck firmly to a number of ironclad principles during his 50-plus years at the helm of the National Wholesale catalog.

If you’d asked last year what I thought the strongest word in catalog and direct selling was, without hesitation I would have said, “FREE.” “Free” always tests strong. Even in e-mail subject line scenarios where you’d expect spam filters to knock them out, response is so strong that it more than makes up for the ones filtered out. But this year it appears that “YOU” has become more important. And while most catalogs and Web sites seem to pretend this word doesn’t even exist, they’re missing out on a personal powerhouse word that trumps all others when used properly. I reached this conclusion

In a recent webinar from the Target Marketing Group (sister unit of Catalog Success), copywriting veteran Bob Bly offered his top secrets on how to use copy to increase sales for both B-to-C and B-to-B marketers alike. Here’s a recap of Bly’s presentation. “Next to the list,” Bly said, “the offer is the most important part of a promotion.” Offers consist of the following elements: * product — what product you’re offering, and what model or version of it; * price — what customers have to pay; * terms — the conditions under which they have to pay; * premiums — what bonus gifts

Food and fashion catalogs have long since recognized the importance of quality photography in their books. But B-to-B catalogers have skimped on this important catalog component too often. The old adage of “a picture is worth a thousand words” still holds true. More importantly, bad photography — unclear, out of focus, too small, etc. — communicates a negative message. With today’s impatient buyers, you only have a few seconds to communicate your product benefits. The quality of your photography is essential to doing this effectively.
So when reviewing your catalog’s photography, ask yourself the following questions:
* Do the pictures properly display the attributes

This month, I thought I’d share some of my favorite e-mails and explain why they’re tops in my book. As you read them, think about how you might incorporate these tactics in your own e-mail programs. Orvis and Customer Reviews Many catalogers include customer product reviews on their sites. It’s a great way to take advantage of Web 2.0 by integrating customer content online. Plus, shoppers place great value on reviews in the shopping process — this user-generated content should increase sales. If you have customer reviews on your site, make sure the members of your e-mail list are aware of this feature. Orvis