10.. Determine whether items that were unprofitable or barely
profitable in the present catalog should be promoted more
vigorously in the new catalog or should be dropped and replaced
by new products, Never keep an unprofitable product in your
catalog just because it is one of your favorites. If it doesn't
sell, get rid of it!

11. Give your company a distinctive personality. Promote this
personality in all future catalogs as a means of making your
company not "jut another mail order marketer" but a very special
marketer in the minds of your prospects and customers.

WHEN YOU CREATE YOUR NEW CATALOG...

Use Procedure 12 to 19 to make your prospects want your products:

12. Write your copy to tie in with and stimulate the specific
reasons for buying discussed in the preceding section.

13. Wherever possible show your prospects how your merchandise
can accomplish the results desired by the prospects to a greater
degrees than competitive products-and prove it by citing results
of lab tests, field tests, wards received, other special
recognition- and especially testimonials and case history
stories, preferably with photographs. Give the prospect every
possible incentive to buy from you rather than somebody else.

14. Put special emphasis on your products and/or services which
are exclusive or markedly superior to those of your
competitors-and tell your readers WHY your products and/or
services are superior!

15. Take the prospect "behind the scenes" if practical and show
what you do (especially exclusive or improved procedures) to make
your products better than competitive products.

16. Make the most of new items the first time you offer them;
they are only new once.. Give them every opportunity to succeed
sales wise by giving them preferred position and allowing adequate
space for you to do a proper educational and selling job on them
at the time they are introduced.

17. Assure prospects that is easy to use these products...that
instructions are included with each order (if true) and/or are
available in specific books or magazines (preferably obtainable
from you)...and cite case histories to prove how successful other
customers have been in using them.