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60 Ways to Increase Your Mail Order Catalog Sales
This article is meant to inform. Please don't construe this as legal advice. Perfection in a mail order catalog is like infinity...you can Making as many improvements as possible as quickly as possible is Following are 60 suggestions that should help your catalog do a BEFORE YOU CREATE YOUR CATALOG.... 1. Look at your present catalog with extremely cold, critical and 2. Put your "letterman" on your team. Review all incoming 3. Think of your catalog as a means of helping your prospects 4. For each major type of product you sell, determine as many If there are significant differences in the primary reasons for 5. If the preceding reasons indicate that different appeals are 6. Plan your catalog completely before you start preparing 7. Plan to ring your cash register more often by using approaches 8. Plan to attract new customers-reactivate dormant customers-and 9. Plan to add interest to your catalog-and give it a much longer 10.. Determine whether items that were unprofitable or barely 11. Give your company a distinctive personality. Promote this WHEN YOU CREATE YOUR NEW CATALOG... Use Procedure 12 to 19 to make your prospects want your products: 12. Write your copy to tie in with and stimulate the specific 13. Wherever possible show your prospects how your merchandise 14. Put special emphasis on your products and/or services which 15. Take the prospect "behind the scenes" if practical and show 16. Make the most of new items the first time you offer them; 17. Assure prospects that is easy to use these products...that 18. Tell prospect how to start using your merchandise properly 19. If your products are bought primarily for pleasure or are Use Procedures 20 to 26 to make it easy as possible for the 20. Group all items of the same type in the same section of your 21. Arrange the groups of items in their present or potential 22. Within each group , arrange the individual items in Give the most important items the most valuable positions and 23. If practicable, use the Sears system of offering the same 24. Use COMMON copy to present features or qualities that are the 25. Use INDIVIDUAL copy to talk about the features or qualities 26. In preparing the INDIVIDUAL copy above, use "parallel Once the prospects have selected the merchandise they wish to 27. Be sure your ordering information is easy to understand. 28.. Make your order form easy to use, with adequate space to 29. Put in one or more extra order forms to make it easier for 30. Encourage prospects to order by phone on credit, charge or 31. Offer a 24-hour phone-in service through an arrangement with 33. Make it easy to determine shipping charges so they can be 34. Use a wrap-around letter on the front of your catalog to 35. Use the wrap-around to offer order starters (loss leaders or 36. Offer specials at intervals throughout the catalog to entice 37. Offer logical assortments of mixed or matched seasonal items 38. Offer assortments of mixed or matched items designed for use 39. Offer a free guide or plan for using each assortment above 40. Offer a gift or discount for orders of certain sizes and use 41. Offer a gift shipping with gift cards. 42. Provide extra services such as "Seeker Service" for items not Stimulate promptness in ordering Procedures 43 and 44 43. Use action incentives to spark early orders, such as premiums 44. Mention frequently and prominently in your catalog that Other suggestions Procedures 45 to 53 45. Use the back cover of your catalog for special offers; also 46. Use teaser copy and cross-references throughout the catalog 47. Concentrate service information on a Service Page; locate it 48. Humanize yourself and your catalog by making it seem like the 49. Watch your language! Avoid using technical "industry or 50. Make your entire catalog harmonious in layout and copy style 51. Give your catalog a longer life by emphasizing the length of 52. Ask for referrals from your satisfied customers; also names 53. Sell subscriptions to your catalog by providing a location on the catalog for readers to remit 50 cents for a "full years AFTER YOU CREATE YOUR NEW CATALOG... 54. Use the basic or major catalog to establish the value and 55. Ask the recipient to pass the catalog along to an interested 56. Re-mail the same catalog to your better customers 3 to 5 57. Prepare an alternate cover for the catalog and mail the same 58. Mail to your BETTER CUSTOMERS monthly, featuring items 59. Use your catalog as a package stuffer-enclose one with every 60. Be prompt in acknowledging orders (with thanks), answering ...And just as every good mail order catalog has something extra 61. If you receive a change-of-address notice from one of your Copyright 2004 DeAnna Spencer $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
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