Catalog Tips For Business-To-Business Direct Mail Marketers

Can your business sell its products to other businesses using amail-order catalog? Probably. And make a profit? Maybe, as longas you follow some proven guidelines. Here are a few of them.



Niche and grow rich

Your catalog needs to fill a specific void in the market. All ofthe successful business-to-business (B2B) catalogs target anarrow slice of a larger market. In the home workshopmarketplace, U.S. General Supply sells tools, nuts and bolts. Inthe business products marketplace, Chiswick sells packagingsupplies. If you try to produce a catalog that sells everythingto everyone, you will sell nothing to anyone. You need a niche.



One way to niche

If your current catalog sells many products to many audiences,consider producing a mini-catalog that sells just one line ofproducts (laptops, for example) or that sells multiple productsto just one audience (laptops, desktops and servers to banks,for example).



Target the decision makers

In B2B catalog sales, you are often selling to more than oneperson. Often, someone influences the buying decision, anotherperson authorizes the purchase and yet another person places theorder. Make sure your copy meets the unique

needs of eachaudience that your catalog must reach.



Use even prices to suggest premium quality

Murray Raphel, in the book 2,239 Tested Secrets for DirectMarketing Success, says even prices suggest higher quality.I agree. You don't increase sales of a $10,000 automated payrollsystem by offering it for $9,995.



Make it a keeper

Add how-to articles, editorial features, industry news, usertips and other helpful information throughout your catalog togive it added value as a reference guide--one that customerskeep longer.



Keep it fresh

Prevent prospects from thinking that your latest catalog is thesame as the old one they already have. Change your covergraphics with each new catalog, and display a prominent bannerthat says "38 New Products" or "10 More Pages" or somethingsimilar.





About the author:

Alan Sharpe is a business-to-business direct mail copywriter andlead generation specialist who helps business owners andmarketing managers attract new clients using direct mailmarketing. Sign up for free weekly tips like this at http://www.sharpecopy.com/newsletter

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