Designing a catalog bears considerable financial and psychological weight. Catalogs are most likely the most expensive piece of direct mail you create, so the impression and the effectiveness of the design on the return must be significant.
Catalogs also take a good bit of time compiling. You have to design the cover, select the products/services, designate an order for the products/services, write or update copy for each product/service, strategize specials and offers, and run the "final" version past a slew of proofreaders to make sure your copy is error free, your prices are current, your product codes are accurate, and you generally haven't done anything stupid or embarrassing for the company.
For many marketers, "catalog" equals "dread."
Although no one can relieve you of all the stress induced by creating or updating your catalog, keeping the following points in mind will help you keep the chaos under control:
1. Remember that a catalog isn't forever. Whether you update your catalog monthly, annually, or somewhere in between, you will update it. Your catalog should look professional and represent your company in a way that you'll be proud of three years from now, but it doesn't have to last that long. The goal is to get customers to open it NOW and act. So go ahead and create a gallery-worthy cover, but remember what you're trying to sell. Include catchy copy highlighting the benefits of new and exciting products or services. Emphasize specials or limited-time offers. And give prospects and customers a reason to open the page.
2. Tout what's new. This is particularly important if you update your catalog frequently. Make sure you provide an intriguing reason for each recipient to open every catalog.
3. Change your theme but not your layout. When your catalog arrives in the mail, you want your customers to know exactly how to find the information they're looking for, and that means staying consistent in your layout and general style. Doing so will help your customers easily access contact information, categories, or ordering information when they need it, building familiarity and enabling the sales process.
Good luck!
Monday, July 23, 2012
Tuesday, July 3, 2012
AMiable Solution #25: Direct Mail Letters
When is the best time to use a direct mail letter versus a brochure, postcard, catalog, etc.? Anytime, actually.
According to Jeffrey Dobkin, author of "Successful Low Cost Direct Marketing Methods" and "How To Market a Product for Under $500," letters are more effective than any other form of direct mail because they can have a "story line...a blend of benefits, facts and fiction to show the product in the best light."
Direct mail letters, by their very format, imply something more personal than a four-color postcard or glossy catalog. They're typically lower-cost than brochures, and they generate the greatest focus on the copy itself, since letters generally exclude otherwise attention-detracting graphics and glam.
To make the most of your postage and your budget, consider the following tips when you write your next letter.
1. Identify your goal and stick to it. Are you looking for customer retention and loyalty or are you hoping for a specific response: an order, a phone call, a donation, etc.? Your copy should send a clear, well-written message, whether it's a simple "thank you for your business" or a sales pitch.
2. Make a personal appeal. Whether you mail your letter to 100 people or 100,000 people, it needs to sound like it was written specifically for each recipient. Personalization works wonders here. But don't stop at "Dear {First Name}." Incorporate other specific details from your database into your letter: relevant previous purchases or donations, geographical references, ordering preferences, etc.
3. Focus on benefits. Use a brochure to show what your product or service is, but use a letter to explain why the recipient needs it. Use the space to explain what your offering is and how it solves a problem.
Happy writing.
According to Jeffrey Dobkin, author of "Successful Low Cost Direct Marketing Methods" and "How To Market a Product for Under $500," letters are more effective than any other form of direct mail because they can have a "story line...a blend of benefits, facts and fiction to show the product in the best light."
Direct mail letters, by their very format, imply something more personal than a four-color postcard or glossy catalog. They're typically lower-cost than brochures, and they generate the greatest focus on the copy itself, since letters generally exclude otherwise attention-detracting graphics and glam.
To make the most of your postage and your budget, consider the following tips when you write your next letter.
1. Identify your goal and stick to it. Are you looking for customer retention and loyalty or are you hoping for a specific response: an order, a phone call, a donation, etc.? Your copy should send a clear, well-written message, whether it's a simple "thank you for your business" or a sales pitch.
2. Make a personal appeal. Whether you mail your letter to 100 people or 100,000 people, it needs to sound like it was written specifically for each recipient. Personalization works wonders here. But don't stop at "Dear {First Name}." Incorporate other specific details from your database into your letter: relevant previous purchases or donations, geographical references, ordering preferences, etc.
3. Focus on benefits. Use a brochure to show what your product or service is, but use a letter to explain why the recipient needs it. Use the space to explain what your offering is and how it solves a problem.
Happy writing.
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