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introduction
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habit 2 | habit 3 | habit
4 | habit 5 | habit
6 | habit 7 | conclusion
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Many catalog owners assume that, because a particular aspect of their businesses is unique, all of their problems are unique, too. While it is true all businesses are different, many of their problems are not. For example, all catalogers are facing rising in-the-mail costs, lower response to outside lists, and fierce competition in their customers' mail boxes, just to name a few.
We have found that no mater what you are selling or who you are selling it to, what most catalogers call "problems" are actually the symptoms of a problem caused by violating one or more basic catalog marketing principles. What we call Cataloging 101. Execute the basics, and the "problem" goes away.
 Balancing the circulation plan so that house file profits exceed prospecting losses, knowing the acceptable cost per new name based on defined ROI criteria, and maximizing the mail frequency spread are just a few of the basics of catalog marketing. Whether you sell high-tech products or low-ticket gifts, business-to-business or consumer, these and other principles are the key to building a profitable catalog company, no matter how different your business is.
If you are executing all of the fundamentals that successful catalogers employ, and your business really is different, you no doubt have a very profitable company. But if your business is different and not making enough money, find out why. Let a catalog expert review the situation. What seems "different" to you may be a common problem with a simple solution.
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