60 WAYS TO INCREASE YOUR MAIL ORDER CATALOG SALES

 Perfection in a mail order catalog is like infinity...you can

continually approach it but never quite reach it. In the case of 
many catalogs, however, it is not necessary to achieve perfection
or even approach it very closely - in order to make the catalog 
vastly more profitable than it is at present. Relatively small 
improvements can result in a more-than-proportionate enlargement 
of that all-important figure on the bottom line of the financial 
statement.

Making as many improvements as possible as quickly as possible is
probably the most profitable procedure. But even making each new 
catalog a little better than the one which preceded it can 
produce substantial increases in sales per catalog and in total 
sales over a period of time.

Following are 60 suggestions that should help your catalog  do a 
better selling job for you if you are not already using these 
ideas. Whether you use all of them in connection with your next 
catalog or adopt a few at a time in the course of producing 
several future catalogs, the ultimate result should be very 
noticeable and very gratifying.

BEFORE YOU CREATE YOUR CATALOG....

1. Look at your present catalog with extremely cold, critical and
unsympathetic eye. Pick out all the faults-large or small-that 
you could find if you were no longer the owner of the catalog but
a nitpicking customer who has been disappointed in his or her 
last purchase from you and is still sore about it. Such a review 
could be very enlightening-even if it should prove slightly 
embarrassing-and could make your new catalog much more 
profitable.

2. Put your "letterman" on your team. Review all incoming 
correspondence from customers and prospects during the last two 
years for comments, suggestions or criticisms that may be helpful
in preparing your new catalog. Screen all future correspondence 
of this nature as it arrives and place copies of the useful 
letters in a special file to be reviewed before starting your 
next catalog.

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.

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