4. Testimonials

A long-standing sales favourite. As a reader, you probably set more store by testimonials than you realise. Some businesses rely more heavily on these than others, but a quote from a happy customer personalises your service and reassures any buyers who may be weakening….

5. CEO’s letter of introduction

Letter-writing is a dying art, but to many it still represents a friendly and direct form of communication. The CEO or director can show real, human passion for the products: sales copy that is more natural, convincing and warming than sales blurb, any day of the week.

6. List FAQs and answers

Back to focusing on the reader, and eliminating any possible doubt that may be preventing them from ordering. Don’t shy away from questions because you are worried about revealing flaws.

Last but not least

A final checklist to avoid the worst catalogue blunders...

1. Count the ‘you’’s

Tired advice but something that has been chemically proven to work. We’re all only looking out for ourselves, so turn any ‘we’ into ‘you’ and watch their eyes light up.

2. Remove tech talk

If you don’t, you’re narrowing your audience. I won’t be interested in your BHPs, FAQs or 400MWs. Make it nice and simple.

3. Add headings, contents and signposts

Make obvious links between relevant products and pages; colour code for easy reference and give clear headings.

4. Keep it short!

The optimum line length is only nine words; sentences just don’t need to go on and on. Replace long words with short ones. Go through what you’ve written and delete as much as you can! You want the reader to reach the end of the catalogue before they die of old age.