Building Catalog Advertising
The most important prop of many businesses in marketing their products and services is the catalog. Of course, its preparation and creation is a matter of more than passing care and study. If your business is to make a saleable catalog, first, you have to research the good points of your business. You must jot down all the important information and study catalog design over and over again, adding a healthy concept from time to time, eliminating an unnecessary paragraph or sentence and presenting the facts desired to finish the catalog.
Understand that the foundation of a quality catalog is the idea. The concept is the basis of the advertisement. It is the prime and primeval requisites of ads. Without the concept nothing can be told. Remember that the better the concept the better the statements and the stronger the advertisement. Therefore, it is vital to study, absorb, and think out the concepts carefully. Words are the cars of ideas and when you’re able to develop a good idea you may as well be able to use inventive and entertaining words.
Ideas may consist of facts connected to the business together with out-side thoughts – thoughts that have indirect bearing to the business. Ideas come from different sources. You pick up a newspaper and your brain gets a score or more of ideas. You pick up a book and the author’s ideas are tincturing your mind. And when you come in contact with other people and you are at once immune with their ideas. Thus, a mind that is taught in ad writing can analyze a business and determine the best advertising stage and the best set of ideas. So as a business owner seeking to make a dynamic catalog, you should study your readers with consideration. Advertising, in a sense, may be defined as the power of mind over mind, thus, the psychological aspect in advertising is the most essential one.
After forming the idea, you are now set towrite your catalog. Your first draft may be good enough, the second will be better but still not up to your prediction, and the third is almost perfect and the fourth and fifth feels that you are ready for the printing press. At this point, it is important to stress the reputation of giving the catalog to a good printer. Keep in mind that a bad printed catalog is a bad salesman – it misrepresents instead of represents. Thus, aim for a printer that offers a dignified, business-like and great printing.
After going through with producing your excellent catalog, you’re now ready to put your ad to the test. This is the time you will know whether your idea and creativity works.
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