Posts Categorized: Catalog

Benefits vs. features

  Often when we talk about our businesses, we tend to describe its features. It’s often the first thing that comes to mind: our brand new equipment, our capacity to fill large orders, how many people are employed. The tipping point for converting viewers into customers is really the benefits. What problem are you solving… Read more »

A bird in the hand

It’s said that it’s five to ten times more expensive to gain a new customer than it is to retain an existing one. Advertising to prospects is not the same as advertising to current customers. You may be offering the same product to each one, but their needs and desires can be very different.  A… Read more »

What do you notice first?

When looking at all kinds of advertising, our eyes notice color first. Then shape. And on through a complex sorting hierarchy that we aren’t even consciously aware of. But we all do it, and it all happens in a fraction of a second. With all the intense competition for your attention, it’s important to understand… Read more »

Advertising: small changes, big results

Here is a page from a catalog designed for Viansa Winery. The same products on this page were featured in the catalog the year before, but because of small but important changes that were made, this page performed over 30% better than the previous one. Whether it’s wine or widgets, it’s all about delivering what… Read more »

Are you seeing what you’re looking at?

When I was a kid, I remember hearing  “Take a picture–it’ll last longer!” if I stared at something too long. Today taking a photo has never been easier. Because of this we are taking more photos than ever. And filing away a lot more images never to be seen again. The truth of the matter… Read more »