I know the idea that your customers will judge your catalog by its cover is in direct conflict to the life lesson your mother spent so many years trying to instill into you â€” you canâ€™t judge a book by its cover, right?
Still, chances are she was not overly concerned about your catalogâ€™s ROI or marketing strategies for boosting your bottom line.
The customers who recognize your name and may even look forward to receiving your catalog are few and far between. The vast majority of your customers and prospects are probably receiving two to three catalogs â€” on any given day. Some are competitive and others are not. But the sheer volume can cause anyone to become desensitized and disinterested.
Even though your catalog may offer the most comprehensive product selection or some irresistible deals, if your customer doesnâ€™t see anything noteworthy about your catalog, theyâ€™ll never open it. This is why the cover plays such an crucial role in the overall success of your catalog.