3. Think of your catalog as a means of helping your prospects
accomplish something they want to accomplish or create an effect
they want to create-and prepare your layouts, copy and
illustrations accordingly.

4. For each major type of product you sell, determine as many
reasons as possible why different groups of prospects or
customers do buy or should buy this product. Arrange your groups
of prospects or customers in their orders of importance. For each
group arrange the reasons for buying in order of there
importance. Then arrange the reasons in their order of importance
to your total group of prospects or customers. Use the most
important reason as the basis for the copy and illustrations you
use in this catalog.

If there are significant differences in the primary reasons for
purchasing different types of products, make the presentation for
each specific type of product fit the product of using the same
type of presentation for different types of products...

5. If the preceding reasons indicate that different appeals are
needed for different groups of prospects or customers, change the
wrap-around, letter or introductory page of your catalog to
appeal to different groups, and separate your mailings
accordingly.

6. Plan your catalog completely before you start preparing
layouts and copy.. Use all 60 suggestions in this list as your
guide for your planning..

7. Plan to ring your cash register more often by using approaches
in tune with the times.

8. Plan to attract new customers-reactivate dormant customers-and
get bigger and better orders from present customers by adding new
and excitement and extras pleasure to owning or using the types
of products offered in your catalog.. For example, feature
dramatic new items, unusual items, items that are especially
timely, etc... Include unusual facts of interest about specific
items.

9. Plan to add interest to your catalog-and give it a much longer
life--by including helpful information on how to use, operate and
maintain your products...unusual uses, etc.. This is information
that customers can use to advantage and will want to keep for
future reference, such information also increases customer
confidence in your company which correspondingly increases the
customer's inclination to buy from you.