Dear Catalog Marketing Friend,

What really matters is how our catalog customers respond, not how we think they should. That’s why awhile back I started collecting all of this priceless information on catalog results.

I’ve grabbed information from every source I could find. Some published, some overheard, some from my own experiences, and some of stolen from the experiences of others!

Then recently I took all this compiled information and put it into a big report called "CATALOG FACTS & FIGURES." Almost 100 pages stuffed full of nothing but statistics on what works.

I’M OPENING IT UP RIGHT NOW AND I'M GOING TO SHARE SOME CATALOG MARKETING SECRETS WITH YOU!

I’m excited about all this great catalog information, and while I would like to sell you a copy of "CATALOG FACTS & FIGURES" I realize that not everyone is going to buy one. So, let me share some of this stuff with you. Here goes…

CATALOG MARKETING FACT: 25% to 30% of catalog customers start reading somewhere other than at the beginning!

Interesting, but how can we use this information? Well, we seem to design catalogs with everything in logical order from the front cover. We explain things, tell them who we are and stuff like that at the beginning of each catalog. While there’s nothing wrong with this, and I’m not suggesting we change it, what I have in mind is expanding it.

What if we were to scatter more information throughout the catalog? Info on who we are and what we are offering as well as to keep reminding them of why they should buy from us, not our competitors.

That warm and fuzzy stuff you usually put at the beginning of your catalog: Letter From The President, Guarantee, Photos of The Employees, and Photo of Your Building. We should try to scatter more of this throughout the rest of your catalog. Especially your powerful Guarantee! (What, you don’t have a powerful guarantee? Contact me right now!)

This guarantee should be on a number of your pages and referred to now and then in your copy! It’s amazing many sales are made not only because there is a guarantee, but because it is powerful, I wonder how many sales are lost because there is no guarantee or because it is a negative one?

In my "CATALOG FACTS AND FIGURES" report I reveal a lot of results on guarantees. Wonder how many more returns you will get if extend the length of your guarantee? Or even drop the time limit? By how much can a guarantee increase your catalog response? (You’ll have to buy my report to find this out.)

So, let’s do our selling on every page of our catalog. Then no matter where someone starts reading, they will be sold. Too many catalogs are boring. While they may have a nice letter at the beginning of their catalog, the rest of the pages are cold. Gee whiz, the first step in selling is be friendly.

Don’t just have a letter at the beginning, and then ignore them throughout the rest of the catalog! This same person that is trying to be friendly in the letter should be there in all the copy throughout the catalog with the same friendly helpful tone.

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