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!
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