| This article is meant to inform. Please
| |
| | quickly, easily and accurately as
|
| don't construe this as legal advice.
| |
| | possible.
|
|
| |
| |
|
| Perfection in a mail order catalog is
| |
| | Once the prospects have selected the
|
| like infinity...you can continually
| |
| | merchandise they wish to buy, make it as
|
| approach it but never quite reach it. In
| |
| | easy as possible for them to order
|
| the case of many catalogs it is not
| |
| | Procedures 27-31
|
| necessary to achieve perfectionor even
| |
| |
|
| approach it very closely in order to make
| |
| | 27. Be sure your ordering information is
|
| the catalog vastly more profitable than
| |
| | easy to understand.
|
| it is at present. Relatively small
| |
| |
|
| improvements can result in a
| |
| | 28.. Make your order form easy to use,
|
| more-than-proportionate enlargement of
| |
| | with adequate space to write the
|
| that all-important figure on the bottom
| |
| | necessary information.
|
| line of the financial statement.
| |
| |
|
|
| |
| | 29. Put in one or more extra order forms
|
| Making as many improvements as possible
| |
| | to make it easier for customers to order
|
| as quickly as possible isprobably the
| |
| | again..
|
| most profitable procedure. But even
| |
| |
|
| making each new catalog a little better
| |
| | 30. Encourage prospects to order by phone
|
| than the one that preceded it can produce
| |
| | on credit, charge or c.o.d. sales and
|
| substantial increases in sales per
| |
| | encourages them to telephone for further
|
| catalog and in total sales over a period
| |
| | information they may desire.
|
| of time.
| |
| |
|
|
| |
| | 31. Offer a 24-hour phone-in service
|
| Following are 60 suggestions that should
| |
| | through an arrangement with a local
|
| help your catalog do a better selling
| |
| | telephone answering service that can
|
| job for you if you are not already using
| |
| | answer your phone during the hours that
|
| these ideas. Whether you use all of them
| |
| | your business is not normally open.. This
|
| in connection with your next catalog or
| |
| | is especially convenient for the customer
|
| adopt a few at a time in the course of
| |
| | who shops in your catalog during evening
|
| producing several future catalogs, the
| |
| | or weekend hours. Make it as easy
|
| ultimate result should be very noticeable
| |
| | as possible for customers to pay for
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| and very profitable.
| |
| | their ordersProcedures 32 and 33Offer
|
|
| |
| | credit card service on orders for a
|
| BEFORE YOU CREATE YOUR CATALOG....
| |
| | specified amount or more.. By putting a
|
|
| |
| | minimum on credit card orders you will
|
| 1. Look at your present catalog with
| |
| | often increase the original order to at
|
| extremely cold, critical andunsympathetic
| |
| | least that minimum amount. Credit card
|
| eye. Pick out all the faults-large or
| |
| | orders tend to be nearly double the size
|
| small-that you could find if you were no
| |
| | of cash orders.
|
| longer the owner of the catalog buta
| |
| |
|
| nitpicking customer who has been
| |
| | 33. Make it easy to determine shipping
|
| disappointed in his or her last purchase
| |
| | charges so they can be included in
|
| from you and is still sore about it. Such
| |
| | cash-with-order payments.Use order
|
| a review could be very enlightening-even
| |
| | starters and sales stimulators such as 34
|
| if it should prove slightly
| |
| | to 42
|
| embarrassing-and could make your new
| |
| |
|
| catalog much more profitable.
| |
| | 34. Use a wrap-around letter on the front
|
|
| |
| | of your catalog to stimulate ,ore orders
|
| 2. Put your "letterman" on your team.
| |
| | and to do a selling job on the
|
| Review all incoming correspondence from
| |
| | merchandise in the catalog; also to make
|
| customers and prospects during the last
| |
| | special appeals to special groups orcall
|
| two years for comments, suggestions or
| |
| | attention to merchandise in the catalog
|
| criticisms that may be helpfulin
| |
| | of special interest to special groups.
|
| preparing your new catalog. Screen all
| |
| |
|
| future correspondence of this nature as
| |
| | 35. Use the wrap-around to offer order
|
| it arrives and place copies of the useful
| |
| | starters (loss leaders or hot items to
|
| letters in a special file to be reviewed
| |
| | get prospects in to the catalog).
|
| before starting your next catalog.
| |
| |
|
|
| |
| | 36. Offer specials at intervals
|
| 3. Think of your catalog as a means of
| |
| | throughout the catalog to entice readers
|
| helping your prospects accomplish
| |
| | to start an order. Once they buy even one
|
| something they want to accomplish or
| |
| | lonely item they'll tend to order other
|
| create an effect they want to create-and
| |
| | items to go with it.
|
| prepare your layouts, copy and
| |
| |
|
| illustrations accordingly.
| |
| | 37. Offer logical assortments of mixed or
|
|
| |
| | matched seasonal items to provide extra
|
| 4. For each major type of product you
| |
| | variety and pleasure at any given period
|
| sell, determine as many reasons as
| |
| | of time. Make suggestions for these
|
| possible why different groups of
| |
| | assortments and provide inducements for
|
| prospects or customers do buy or should
| |
| | prospects to order them.
|
| buy this product. Arrange your groups of
| |
| |
|
| prospects or customers in their orders of
| |
| | 38. Offer assortments of mixed or matched
|
| importance. For eachgroup arrange the
| |
| | items designed for use during different
|
| reasons for buying in order of there
| |
| | seasons in order to provide variety and
|
| importance. Then arrange the reasons in
| |
| | pleasurethroughout the year (or most of
|
| their order of importanceto your total
| |
| | it) instead of during just one season.
|
| group of prospects or customers. Use the
| |
| |
|
| most important reason as the basis for
| |
| | 39. Offer a free guide or plan for using
|
| the copy and illustrations youuse in this
| |
| | each assortment above correctly and offer
|
| catalog.
| |
| | information on how to make the most
|
|
| |
| | effectiveoverall use of the assortments.
|
| If there are significant differences in
| |
| |
|
| the primary reasons for purchasing
| |
| | 40. Offer a gift or discount for orders
|
| different types of products, make the
| |
| | of certain sizes and use a stair step
|
| presentation foreach specific type of
| |
| | graduated approach to increase the value
|
| product fit the product of using the same
| |
| | of these discounts or gifts as the size
|
| type of presentation for different types
| |
| | of the order increases.
|
| of products...
| |
| |
|
|
| |
| | 41. Offer a gift shipping with gift
|
| 5. If the preceding reasons indicate that
| |
| | cards.
|
| different appeals are needed for
| |
| |
|
| different groups of prospects or
| |
| | 42. Provide extra services such as
|
| customers, change thewrap-around, letter
| |
| | "Seeker Service" for items notlisted in
|
| or introductory page of your catalog to
| |
| | the catalog. Through extra service
|
| appeal to different groups, and separate
| |
| | techniques you will make your customers
|
| your mailings accordingly.
| |
| | more dependent on the information you
|
|
| |
| | provideand they will become more
|
| 6. Plan your catalog completely before
| |
| | dedicated customers.
|
| you start preparing layouts and copy..
| |
| |
|
| Use all 60 suggestions in this list as
| |
| | Stimulate promptness in ordering
|
| your guide for your planning..
| |
| | Procedures 43 and 44
|
|
| |
| |
|
| 7. Plan to ring your cash register more
| |
| | 43. Use action incentives to spark early
|
| often by using approachesin tune with the
| |
| | orders, such as premiumsfor ordering by a
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| times.
| |
| | specified date; special offers for a
|
|
| |
| | limited time only; etc. When a time limit
|
| 8. Plan to attract new
| |
| | is involved, send a reminder (letter,
|
| customers-reactivate dormant
| |
| | promotional mailing, second catalog, etc)
|
| customers-andget bigger and better orders
| |
| | timed to arrive two weeks ahead of
|
| from present customers by adding newand
| |
| | expiration date (as nearly as you can
|
| excitement and extras pleasure to owning
| |
| | time it with current third class mail
|
| or using the types of products offered in
| |
| | service).
|
| your catalog.. For example, feature
| |
| |
|
| dramatic new items, unusual items, items
| |
| | 44. Mention frequently and prominently in
|
| that are especially timely, etc...
| |
| | your catalog that anyone who orders
|
| Include unusual facts of interest about
| |
| | merchandise from this catalog will
|
| specific items.
| |
| | automatically receive the next catalog
|
|
| |
| | free. If you wish, this offer can be
|
| 9. Plan to add interest to your
| |
| | modified to require the purchase of a
|
| catalog-and give it a much longerlife--by
| |
| | specified amount during the life of the
|
| including helpful information on how to
| |
| | catalog or by a specified date.
|
| use, operate andmaintain your
| |
| |
|
| products...unusual uses, etc.. This is
| |
| | Other suggestions Procedures 45 to 53
|
| information that customers can use to
| |
| |
|
| advantage and will want to keep for
| |
| | 45. Use the back cover of your catalog
|
| future reference, such information also
| |
| | for special offers; also the inside front
|
| increases customer confidence in your
| |
| | and back covers and the pages facing the
|
| company which correspondingly increases
| |
| | inside covers.
|
| the customer's inclination to buy from
| |
| |
|
| you.
| |
| | 46. Use teaser copy and cross-references
|
|
| |
| | throughout the catalog to entice readers
|
| 10.. Determine whether items that were
| |
| | (into other sections. This can be
|
| unprofitable or barely profitable in the
| |
| | especially effective when related
|
| present catalog should be promoted more
| |
| | accessory items are sold.
|
| vigorously in the new catalog or should
| |
| |
|
| be dropped and replaced by new products,
| |
| | 47. Concentrate service information on a
|
| Never keep an unprofitable product in
| |
| | Service Page; locate it on a page
|
| your catalog just because it is one of
| |
| | conveniently adjacent to the order form;
|
| your favorites. If it doesn't sell, get
| |
| | and use frequent cross-references to this
|
| rid of it!
| |
| | page throughout the catalog to stimulate
|
|
| |
| | extra page traffic.
|
| 11. Give your company a distinctive
| |
| |
|
| personality. Promote this personality in
| |
| | 48. Humanize yourself and your catalog by
|
| all future catalogs as a means of making
| |
| | making it seem like thecatalog came from
|
| your company not "jut another mail order
| |
| | helpful, friendly people. If your
|
| marketer" but a very special marketer in
| |
| | business is truly a "family business",
|
| the minds of your prospects and
| |
| | don't hide that fact.
|
| customers.
| |
| |
|
|
| |
| | 49. Watch your language! Avoid using
|
| WHEN YOU CREATE YOUR NEW CATALOG...
| |
| | technical "industry or business jargon"
|
|
| |
| | in your selling and service copy; keep
|
| Use Procedure 12 to 19 to make your
| |
| | legal phraseology to the absolute minimum
|
| prospects want your products:
| |
| | in your guarantee.
|
|
| |
| |
|
| 12. Write your copy to tie in with and
| |
| | 50. Make your entire catalog harmonious
|
| stimulate the specific reasons for buying
| |
| | in layout and copy style but not
|
| discussed in the preceding section.
| |
| | monotonous. Include enough variety to
|
|
| |
| | keep the reader interested instead of
|
| 13. Wherever possible show your prospects
| |
| | becoming bored.
|
| how your merchandise can accomplish the
| |
| |
|
| results desired by the prospects to a
| |
| | 51. Give your catalog a longer life by
|
| greater degrees than competitive
| |
| | emphasizing the length of time that you
|
| products-and prove it by citing results
| |
| | will be able to ship from it and
|
| of lab tests, field tests, wards
| |
| | suggesting that readers keep the catalog
|
| received, other special recognition- and
| |
| | for future reference.
|
| especially testimonials and case history
| |
| |
|
| stories, preferably with photographs.
| |
| | 52. Ask for referrals from your satisfied
|
| Give the prospect every possible
| |
| | customers; also names of friends who
|
| incentive to buy from you rather than
| |
| | might like to receive a copy of the
|
| somebody else.
| |
| | catalog. Consider testing the "cluster
|
|
| |
| | concept" that neighbors are very similar
|
| 14. Put special emphasis on your products
| |
| | and mail to your customer's next-door
|
| and/or services which are exclusive or
| |
| | neighbors.
|
| markedly superior to those of your
| |
| |
|
| competitors-and tell your readers WHY
| |
| | 53. Sell subscriptions to your catalog by
|
| your products and/or services are
| |
| | providing a location on
|
| superior!
| |
| |
|
|
| |
| | the catalog for readers to remit 50 cents
|
| 15. Take the prospect "behind the scenes"
| |
| | for a "full years subscription to your
|
| if practical and show what you do
| |
| | catalog." You can also suggest that they
|
| (especially exclusive or improved
| |
| | give a "gift subscription" to a friend
|
| procedures) to makeyour products better
| |
| | very inexpensively (and thus pay for the
|
| than competitive products.
| |
| | catalog you mail to the referral).
|
|
| |
| |
|
| 16. Make the most of new items the first
| |
| | AFTER YOU CREATE YOUR NEW CATALOG...
|
| time you offer them; they are only new
| |
| |
|
| once.. Give them every opportunity to
| |
| | 54. Use the basic or major catalog to
|
| succeed sales wise by giving them
| |
| | establish the value and regular price of
|
| preferred position and allowing
| |
| | the merchandise. Use other, smaller
|
| adequatespace for you to do a proper
| |
| | catalogs or solo mailings to promote
|
| educational and selling job on them at
| |
| | sales from the major catalog or to
|
| the time they are introduced.
| |
| | provide special reasons for buying
|
|
| |
| | (reduced prices on individual items or
|
| 17. Assure prospects that is easy to use
| |
| | special assortments, closeout, etc).
|
| these products...that instructions are
| |
| |
|
| included with each order (if true) and/or
| |
| | 55. Ask the recipient to pass the catalog
|
| are available in specific books or
| |
| | along to an interested friend if the
|
| magazines (preferably obtainable from
| |
| | recipient already has a copy or is no
|
| you)...and cite case histories to prove
| |
| | longer interested in this type of
|
| how successful othercustomers have been
| |
| | merchandise.
|
| in using them.
| |
| |
|
|
| |
| | 56. Re-mail the same catalog to your
|
| 18. Tell prospect how to start using your
| |
| | better customers 3 to 5 weeks after you
|
| merchandise properly and what other
| |
| | mail it the first time.
|
| action should be taken-and when-or state
| |
| |
|
| that thisinformation will be included
| |
| | 57. Prepare an alternate cover for the
|
| with the shipment.
| |
| | catalog and mail the same catalog to your
|
|
| |
| | entire list several weeks later. You'll
|
| 19. If your products are bought primarily
| |
| | find it will do just about as well as the
|
| for pleasure or are considered a luxury
| |
| | first mailing did.
|
| or "non-necessity", help the prospect
| |
| |
|
| rationalize the value of the purchase.
| |
| | 58. Mail to your BETTER CUSTOMERS
|
|
| |
| | monthly, featuring items carried in the
|
| Use Procedures 20 to 26 to make it easy
| |
| | catalog- don't rely solely on the
|
| as possible for the prospect to make an
| |
| | once-or-twice-a-year catalog.
|
| accurate selection of the types of
| |
| |
|
| merchandise and the specific items of
| |
| | 59. Use your catalog as a package
|
| each type best suited for his or her
| |
| | stuffer-enclose one with every order you
|
| purposes:
| |
| | ship. Your best prospect is the person
|
|
| |
| | who just placed an order with you and
|
| 20. Group all items of the same type in
| |
| | received prompt and safe delivery of the
|
| the same section of your catalog.
| |
| | items ordered.
|
|
| |
| |
|
| 21. Arrange the groups of items in their
| |
| | 60. Be prompt in acknowledging orders
|
| present or potential order of importance
| |
| | (with thanks), answering inquiries,
|
| to you profit wise. Put the most
| |
| | shipping merchandise and making refunds
|
| important group at the front of your
| |
| | or exchanges if necessary. Remember the
|
| catalog and the least important near the
| |
| | old adage of that great retailer Marshall
|
| end of your catalog (but not on the last
| |
| | Field, "the customer is always right."
|
| three pages).
| |
| | Less than 2% of the population will
|
|
| |
| | intentionally try to take advantage of
|
| 22. Within each group , arrange the
| |
| | you and the other 98% are well worth
|
| individual items indescending order of
| |
| | cultivating.
|
| quality, price, popularity or
| |
| |
|
| promotionalpossibilities.
| |
| | ...And just as every good mail order
|
|
| |
| | catalog has something extra thrown in for
|
| Give the most important items the most
| |
| | good measure make the customer
|
| valuable positions and extra space for
| |
| | happier...here's anextra tip for good
|
| copy and illustrations. Allocate
| |
| | measure!
|
| positions and space to the other items in
| |
| |
|
| the order of their importance.
| |
| | 61. If you receive a change-of-address
|
|
| |
| | notice from one of your customers,
|
| 23. If practicable, use the Sears system
| |
| | immediately mail a copy of your catalog
|
| of offering the same type of item in
| |
| | addressed to "The New Residents at (the
|
| three different qualities-- GOOD, BETTER
| |
| | former address of the customer)" because
|
| and BEST- with different price ranges to
| |
| | the new residents probably has tastes and
|
| match the differences in quality. Usually
| |
| | interests very similar to those of your
|
| it is more effective to talk about the
| |
| | customer-after all, he bought the same
|
| BEST quality first and the GOOD quality
| |
| | house! To give this mailing added power,
|
| last.
| |
| | you might tip a note onto the front cover
|
|
| |
| | of the book stating that "the Smiths used
|
| 24. Use COMMON copy to present features
| |
| | our catalog regularly, maybe you'll find
|
| or qualities that are thesame for all or
| |
| | it equally useful."
|
| most items of the same type.
| |
| |
|
|
| |
| | Copyright 2004 DeAnna SpencerThis article
|
| 25. Use INDIVIDUAL copy to talk about the
| |
| | may be distributed freely on the Internet
|
| features or qualities that make each
| |
| | as long as the resource box remains
|
| specific item different from all or most
| |
| | intact.DeAnna Spencer is a virtual
|
| of the other specific items in the group.
| |
| | assistant that helps entrepreneurs run a
|
|
| |
| | successful business by providing
|
| 26. In preparing the INDIVIDUAL copy
| |
| | affordable administrative help. She also
|
| above, use "parallel construction" to
| |
| | publishes a blog for small business
|
| help the prospect make a point-by-point
| |
| | owners. Visit this small business
|
| comparison of the specific items as
| |
| | resource today.
|
