An online version of your print catalog is highly recommended - the USPS reports that 55% of online shoppers shop with a printed catalog in hand. Cover these five areas with the help of advertising professionals who can design, photograph, write, and help with paper selection and printing decisions - and get your catalog online.
1.Product Photography Quality -poor quality photos diminish your credibility Focus - whether sharp or selective, be consistent with your brand Color - accuracy is a must and depends on paper, prepress, and printing Consistency - of style regardless of type (silo, background, location) Visual interest - all your photos should be interesting to look at Space allotment - bigger is better, use as much space as you can
2. Product Copy Balancing act - romance with personality plus descriptive information of product Always benefit driven - customers want to know "What's in it for me?" Always credible - accurate, authoritative, helpful and informative Targeted to the audience - know who you're speaking to and use appropriate language Easy to read and understand - readers don't want to have to figure it out for themselves Space allotment & size - consider brand, product being sold, and target audience
3. Page Layout Product is focus - quick identification of what's being sold Price point visibly noticeable - especially if price is your niche Clean and simple and easy to shop - readers usually don't spend a lot of time Consistent in format and purpose - all pages should look like they're from the same brand Space allotment - good design sense is key here White space - rest for the eye is critical Location of information/order form - make it easy for the customer to purchase Overall print quality - must be consistent with your brand
4. Front Cover An invitation - inviting the reader to open the catalog Provide a taste of what's inside - use top sellers Point to purpose of catalog - is there a season or other reason Focus on merchandise - you are what you sell Convey company image - ALWAYS be consistent with your brand Provide stopping power and reason to go inside - there's a lot of competition out there Highlight new products - especially if you carry the same items each month Sell company services/policies/extras - sell your customer service right up front
5. Company Policies and Services
Guarantee - strong return policy visually evident
Make shopping simple - customers will go elsewhere if not
Ordering info - placed where easy to find
Web address - placed where it's easy to find, and specify online services
Personalize and caring feeling - utilizing demographic information and purchasing history
Going beyond basic services - poor or non-existent customer service is not an option
Honesty and Sincerity - be your image. Don't ever promise what you cannot deliver.
About the Author
Linda Lullie is co-owner of Inspired 2 Design, LLC - a full service Advertising Design & Production company specializing in Small Business Marketing Solutions. Let Inspired 2 Design help you create a winning catalog for your business. Visit them at http://www.inspired2designllc.com.