I can feel your desperation

Dear Lands’ End, It started out well between us. I bought a few things, and yes some went back, but it didn’t mean I was angry or unhappy. I thought we were okay. I thought you were okay. I actually kind of almost liked the new catalog. Sure it was a little long on branding and […]

The Note that Made Me a Fan Girl

I’ve been getting the Soft Surroundings catalog for a few years now. I always look through it, but until this month have never made a purchase. Their persistence paid off. When my new clothes arrived, they were wrapped in foam and tissue. It was so very clear that they were precious. It was obvious that I had […]

Catalogs and Cocktails

Dear Pier 1, You almost had me. It was so close. I’m a fan already and purchase from you about once or twice a year. I own the garden parasols, the candles, the bar components, some pillows, and faux flowers, all of which I love. Thank you. I wasn’t hurt that the catalog came addressed to […]

Real catalogs versus ideal catalogs

I remember debating the difference between real and ideal in a college philosophy class many moons ago. It really made me think about the pros and cons of each. Looking at the costs and benefits of real and ideal still comes in handy, because balancing real and ideal is a big part of my job as […]

8 Habits of People Who Always Have Great Ideas

I loved an article this morning in Fast Company. The big messages for me include: We all have the capacity to be creative. Creativity takes time. Truly creative people are will to take the risk to start from scratch with a new idea. These are ALL tricky concepts for creative folks in direct marketing. We tend to […]

Freelance training

Working freelance, or thinking of working freelance? “To be successful, individuals will have to be more entrepreneurial in thinking and planning their lives, meaning constantly selling themselves, defining one’s own work, and educating themselves for future assignments. In the next economy, work may be more lucrative and fulfilling, but the idea that you’ll be professionally […]

How Much Should You Change?

Last year I had a client who was very put out with me because we didn’t change enough from the previous year. (Sales were up 17% so I knew we were on the right track.) This is one of those things that new catalogers seem to have a hard time with. I think it’s because they […]

DESIGN MATTERS!

Design matters. I believe this with all my heart. In my 30 years of working with brands large, small and in-between have only deepened my belief in this simple statement. Unfortunately, there’s too much bland design in the marketplace today… design that could and should be so much better. I’m talking about the kind of […]