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38. Offer assortments of mixed or matched items designed for use
during different seasons in order to provide variety and pleasure
throughout the year (or most of it) instead of during just one
season.
39. Offer a free guide or plan for using each assortment above
correctly and offer information on how to make the most effective
overall use of the assortments.
40. Offer a gift or discount for orders of certain sizes and use
a stair step graduated approach to increase the value of these
discounts or gifts as the size of the order increases.
41. Offer a gift shipping with gift cards.
42. Provide extra services such as "Seeker Service" for items not
listed in the catalog. Through extra service techniques you will
make your customers more dependent on the information you provide
and they will become more dedicated customers.
Stimulate promptness in ordering Procedures 43 and 44
43. Use action incentives to spark early orders, such as premiums
for ordering by a specified date; special offers for a limited
time only; etc. When a time limit is involved, send a reminder
(letter, promotional mailing, second catalog, etc) timed to
arrive two weeks ahead of expiration date (as nearly as you can
time it with current third class mail service).
44. Mention frequently and prominently in your catalog that
anyone who orders merchandise from this catalog will
automatically receive the next catalog free. If you wish, this
offer can be modified to require the purchase of a specified
amount during the life of the catalog or by a specified date.
Other suggestions Procedures 45 to 53
45. Use the back cover of your catalog for special offers; also
the inside front and back covers and the pages facing the inside
covers.
46. Use teaser copy and cross-references throughout the catalog
to entice readers (into other sections. This can be especially
effective when related accessory items are sold.
47. Concentrate service information on a Service Page; locate it
on a page conveniently adjacent to the order form; and use
frequent cross-references to this page throughout the catalog to
stimulate extra page traffic.
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