Catalog Mistakes to Avoid
You spend a lot of time setting up your product catalog, putting together a mailing list and sending it out. Despite your efforts, you get a lackluster reaction in return and may even end up with a negative ROI. What went wrong with your campaign? Most likely, it was some of the following catalog mistakes:
1. Not Emphasizing Benefits
Start with your product descriptions. Does the copy spend a lot of time going over the feature list? Your customers want to learn about the value it brings into their lives, so focus on the benefits of your items and the problems that your products solve. You can talk about relevant features after you get their undivided attention.
2. Inconsistency Between Channels
If potential customers go to your website after looking through the catalog, do they immediately recognize it as belonging to your company? Differences in writing styles, colors and other elements may cause confusion. You want your branding to stay the same for customers as they proceed on their journey. Establish trust and awareness at each step with consistency.
3. Lack of Information
Do you include enough information for customers to make an informed decision? Compare your descriptions to common buyer inquiries. If you don’t address common objections, then revise your copy. Bring in staff from marketing, sales and customer support to see whether you hit the mark on the new text.
4. Poor-Quality Photos
Your catalog often acts as the first buyer touchpoint. These prospects haven’t interacted with your company or know much about your products. They need great photos to go alongside your descriptions since they can’t hold your wares in person. Make sure that you get clear, crisp images that show off the relevant features.
5. Lack of Testing
Marketing-analytics solutions are a commonplace tool for digital campaigns, but many companies drop the ball when it comes to tracking and testing direct mail. Try variations of your catalog and go through several optimization rounds rather than creating a single version and calling it “good.”
6. No Agility
Your market has its attention turned entirely on a specific product category. You offer these items, but your catalog-creation process is so cumbersome that making rapid changes is nearly impossible. Look for ways to streamline your workflow so that you can stay on top of sudden disruptions as your niche evolves.
Your catalog can act as a powerful tool to bring in new customers, encourage repeat buyers and build your brand awareness. Keep an eye out for these common catalog pitfalls when you put together your next piece because they could end up costing you big time.
How Catsy can Help
With Catsy you spend less time updating your catalog and fixing catalog mistakes. Catsy links your product information stored in Catsy Product Information Management to your catalog so you can automate creation using InDesign or publish in just clicks. For more information on streamlining your catalog and product information management efforts signup for a demo at http://catsy.com/contact-us