A successful catalog is a catalog that captures the attention of the buyer and encourages that buyer to order from your company.
Here are some tips I’ve learned over the years that can help you to create successful product catalogs:
- Avoid small non-representative pictures of your products. Make all photos large enough to show details.
- Photographs and images should be clear and crisp.
- If you don’t have the space to show an entire product clearly, display a close-up of a portion of a product.
- To attract the eye, use bright and contrasting colors.
- Backgrounds should complement the product, not fight for attention with the product.
- Each product should be named, not just numbered. People buy on emotion, so look at each product, and give each a name to which others can relate. Well-named products sell well.
- Feature one or more new or popular products on the cover.
- Avoid clutter. Let each piece or collection of pieces shine on its own.
- Build a story around each item. For example, “Other shirts will just have to work harder for your affection. This crushed velvet…” Use pairing. Show other looks/items that will go together (earrings, necklace & bracelet; eyeliner, shadow, and mascara; multivitamin, D3, and Calcium).
- Always offer your opportunity in your catalog.
- Include a welcoming page from your president telling his or her story and explaining why the reader should join your great organization.
- Remember that keeping the customer’s attention and interest is important. If you have too many “look-alike items” or “look-alike pages” throughout your catalog, the buyer will lose interest in your products.
- If your catalog has too few pages, buyers will go elsewhere for a better selection.
- Make sure there is sufficient room for your consultant’s information on the back of the catalog. It’s best to leave a spot for this.
- If yours is a party plan company, be sure to explain your hostess rewards program.
If your company sells more than just a few products, you should publish a catalog. Whether your catalog is in print and/or digital formats is up to you.
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