It’s that changeup time of year

I’m not really much of a baseball gal (Go Sox!) but the changeup I’m talking about is the cover changeup. Every year all good catalogers will take the results from the previous year and see which covers did the best. There is always the winner that works every time. A hero shot of the best […]

Pull up! Pull up! Behold the slide to irrelevance

A friend and colleague, Kristen Stetson, asked me recently if I knew someone at The Company Store. I don’t, but when you are done reading this please pass it on if you do. The disconnect Kristen saw a headboard that she liked in The Company Store catalog. She was looking for a headboard so this […]

The benefit of Travel Pajamas

The 3 rules of advertising are benefit, benefit, benefit When you want to increase sales of a product, the most important thing to do is determine the benefit. What is the product going to do for the customer? Most product copy focuses on the attributes, product specifications, what it does, what it’s made of, where it […]

Ignorance gone to seed

My friend Lois shared a bit of Ozark wisdom with me a while back. Whenever the Trader Joe’s weekly mailer comes in it springs to mind. If you haven’t seen the Trader Joe’s weekly flyer, it looks like a throwback to 1865, one color, printed on newsprint, no images, everything the same size. But in […]

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 […]