Your catalog is designed with one purpose - to make people aware of the products you offer, and convince them to buy. Your printed catalog is your Advertising vehicle, a good one will drive your sales right to the bank.

An online version of your print catalog is highly recommended - the USPS reports that 55% of online shoppers shop with a printed catalog in hand. Cover these five areas with the help of advertising professionals who will design, photograph, write -- and get your catalog online.

1. Product Photography

High Quality - poor quality photos diminish your credibility Image Focus - whether sharp or selective, be consistent with your brand Color - accuracy is a must and depends on paper, prepress, and printing Consistency - of style regardless of type (silo, background, location) Visual interest - all your photos should be interesting to look at Space allotment - bigger is better, use as much space as possible

2. Product Copy

Balancing act - romance with personality plus descriptive information of product Always benefit driven - customers want to know "What's in it for me?” Always credible - accurate, authoritative, helpful and informative Targeted to the audience - know who you're speaking to and use appropriate language Easy to read and understand - readers don't want to have to figure it out for themselves Space allotment & size - consider brand, product being sold, and target audience

3. Page Layout

Product is focus - quick identification of what's being sold Price point visibly noticeable - especially if price is your niche Clean and simple and easy to shop - readers usually don't spend a lot of time Consistent in format and purpose - all pages should look like they're from the same brand Space allotment - good design sense is key here White space - rest for the eye is critical Location o

f information/order form - make it easy for the customer to purchase Overall print quality - must be consistent with your brand

4. Front Cover

An invitation - inviting the reader to open the catalog Provide a taste of what's inside - use top sellers Point to purpose of catalog - is there a season or other reason Focus on merchandise - you are what you sell Convey company image - ALWAYS be consistent with your brand Provide stopping power and reason to go inside - there's a lot of competition out there Highlight new products - especially if you carry the same items each month Sell company services/policies/extras - sell your customer service right up front

5. Company Policies and Services

Guarantee - strong return policy visually evident Make shopping simple - customers will go elsewhere if not Ordering info - placed where easy to find Web address - placed where it's easy to find, and specify online services Personalize and caring feeling - utilizing demographic information and purchasing history Going beyond basic services - poor or non-existent customer service is not an option Honesty and Sincerity - be your image. Don't ever promise what you cannot deliver

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