In Part 1 of this series we looked at how using a letter, giving away a free sample and providing useful tips and information will boost the selling potential of your catalog. There are some other killer tactics you can employ if you really want to rack up those orders from your printed catalog.
Always speak to your color catalog printing company when you're thinking about taking a new approach to marketing. Use their knowledge and expertise to guide you, and don't be afraid to try something new.
Here's an eye-catching technique that's going to direct your customers right where you want them. Use a burst. This is printer-speak for those brightly colored star shapes with a few words of copy inside. It's the sort of thing you'll often see on food packaging and it's the printed equivalent of a flashing light. You can signal special offers and discounts, guarantees or bulk order discounts. But before you go mad, please listen to a word of warning; don't overdo it. Too many bursts and the novelty value will drop away.
Always put in an order form. Yes, many customers will want to place their order by phone or online, but including a form in your catalog is a great tool to increase orders. It makes it clear to your customer exactly what details they'll need to place an order, and it's a strong call to action. Be nice, and allow enough space on the form to comfortably write the necessary information down.
Always give them a BRE. A business reply envelope shows that you're happy to pick up the tab for the postage on their order. It's a tiny gesture of goodwill and it goes a long way. Most people aren't actually going to use the BRE, because they'll order by phone or online. Nevertheless, including one in your catalog mailing shows willing, and it's another clear call to action.
Insert a sheet of last-minute deals with a range of 'just in' items or products or discounts. The fact that these things came too late to put in the main catalog only adds to the excitement of getting an advantageous opportunity.
Take time to review the service you're getting from your color catalog printing company. If they're not willing to talk through your ideas on improving your catalog or they're not happy to give advice, then it could be time for a change.
Lesley Carr writes about the ways in which businesses can get better value and better effectiveness from printed marketing and packaging material. To see how your business can save money on top quality printing contact http://printninja.com the online printing company that combines all-American customer service with high quality, low cost color printing fulfilled in China.
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