Effective Catalog & Booklet Marketing
For both large and small businesses; a good booklet or catalog will attract new clients, show existing clients your competitive advantages, as well as impress the great and the good. Choosing to invest in a high quality and lavish booklet or catalog will demonstrate to the market and competitors that you and your company are doing quite well. Before you promote and product and/or service, you must decide on whether to produce a catalog or a booklet.
Catalogs vs. Booklets
Before producing any form of print, you must decide on whether to produce a catalog or a booklet. Although they are similar, they contain a key difference. The main dissimilarity is that catalogs encourage direct sales while booklets promote sales leads. Although every company wishes to close on direct sales when they can, most will actually find that advertising with booklets is more beneficial.
When trying to decide whether to pursue a catalog or a booklet advertising campaign there are a couple of things that should influence your decision. Typically speaking, catalogs are reserved for only business-to-consumer sales. On top of promoting direct B2C sales, your company should also be able to offer the consumers a vast variety of products. If your company contains neither a variety of products nor attempts to promote B2C sales, then catalogs are not for you.
Generally speaking, catalogs do not properly suit the majority of operations, and so companies often turn towards booklets for their marketing needs. Unlike catalogs, booklets promote sales leads rather than direct sales. Booklets are frequently used to either promote business-to-business types of sales or promote expensive and highly customizable products. If an organization can only offer customers a service, then they will always use booklets to promote their brand. When properly executed, booklets will not only educate the reader but it will also advertise the next step to be taken towards the buying process.
Producing an Effective Catalog
When creating your catalog it is important to understand that your cover page will be the most important part of the document. Your cover must stand out from the competition in order to get noticed and entice sales. This is where you will lure and invite the reader to continue browsing through the entire catalog. Although the interior may include great discounts, deals, and coupons; a poor cover can make your catalog be deemed as waste.
The cover page is the first opportunity to prove to the reader that your company has exactly what they are looking for. Most catalogs will include a scene that tends to relate with current events; however they lack bold headlines and product overview. It is still recommended to include a scene; however it is also preferred to include catchy, bold, and inviting headlines. These headlines should comply with images of your capital products and hot deals.
The interior of your catalog is quite simple to coordinate and should follow basic protocol. Majority of catalogs will simply include almost all of the company’s products along with brief descriptions and promotional deals. It is very important to use big pictures and a simple layout to provide plenty of room for text and headlines. Through the use of text you must always remember to call for action. You should always attempt to convince the reader not to wait any longer and to order your merchandise right now. Provide incentives like, “10% off all orders through September 15!” that will convince them to order as soon as possible.
Producing an Effective Booklet
Booklets are different from catalogs because they attempt to establish sales leads and not direct purchases. It is crucial to never overwhelm your booklet with sales pitches and to solely rely on your information to propel your advertising campaign. Just like catalogs, a booklet’s cover is a derivative of success.
The cover of your booklet should contain catchy headlines as well as strong images that promote your product or service. In fact the cover of a booklet should essentially be the same as a catalog, minus all of the sales pitches. Two common and catchy headlines to place on the top of your booklet include; “How to” and “Why you should” type of headlines. You can make your booklet really demand attention and seem very welcoming by directly addressing the viewer. Including a title like either, “How to save money on your electric bill” or “Why you should check your car tires” will catch the customer’s attention. Providing the viewer with an intriguing title will ultimately convince them to open up the booklet, and continue reading to find out more information.
Before accommodating any information within your booklet; it is important to understand that a vast majority of viewers will simply glance through your document. Through subheadings and captions, it is your job to get them to read the entire booklet. Clear and appealing subheadings are essential for your booklet because it allows to viewer to quickly find what it is that they wish to read about. It is also equally important to take advantage of captions because captions are actually one of the first things people read when flipping through any type booklet. If you include interesting visuals that support your captions, then you are bound to convert a browser into a consumer.
The ultimate goal of your booklet is to generate future sales leads. In order to do this, your booklet should be informative, engaging, and worth keeping around. When writing the gist of your booklet, it is important to always ask yourself, “What do my readers want to know?” Providing educational tips and information will demonstrate to your customers that you and your company are professionals in the field. It is recommended to provide information about your product and/or service through testimonials and biographies of glorified customers.
Things to Remember
When making your catalog and/or booklet there are a couple of important things to remember. They are both very similar to brochures, however they contain more pages and thus they should ultimately be packed with a lot more information. It is also important to understand that your catalog and/or booklet is not a novel. Try not to make it too long and always avoid large amounts of text. Instead of paragraphs on top of paragraphs, include large headlines, sub-headlines, strong images, and simple text to adequately describe your products and/or services. Make sure that your booklet/catalog is in colored print so that it can effectively capture detailed images.
When making your booklet or catalog, it is always important to make it appear as professional as possible. You should select heavy paper (preferably 100lb stock paper) with a variety of gloss and matte finishes. As for your pictures; resolution is the key. You should select a resolution of at least 300dpi to maximize the quality of your images. These components of your booklet/catalog can only be provided by a professional printing company. The Marsid M&M Group can accommodate all your business needs. We print any quality, as well as any quantity of booklets or catalogs. Our experienced staff can even help you design your document to perfection. With our state of the art equipment; the finished good you receive will exceed all expectations. For a free quote please visit our booklets printing quote page or our catalogs printing quote page or call us at (516) 334-1603 for immediate attention.