Consider yourself a marketer above everything else. Be open to try whatever formats would best serve your goal of making sales! This could be letters, newsletters, tabloid newspapers and brochures. 

One format I especially like is that of a tabloid newspaper. Why? There are a number of good reasons why. Let's dig into them. 

Gil Carlson has some great catalog marketing ideas for you!
Make yourself newsworthy!
As a direct mail and catalog consultant, I’ve often encouraged catalogers to get out of the limiting mind-set of considering themselves catalogers. Try different techniques between catalogs or for special occasions or special products or product groups.
Get out of the rut... 
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Reason #1: they can be less expensive to print… 
High speed presses that print newspapers are designed to print fast and do it economically. While you can print on slick coated stock such as you would with a regular catalog, you really don’t need to! This format works fine with book stock or newsprint. Actually a good newsprint might be more fitting for our newspaper effect. 

Reason #2: It’s news… 
When you get that catalog in the mail, you are not motivated to get into it. You may scan through it, then toss it on a shelf to look at later.

But if your catalog looks like a newspaper, and you don’t drop the ball and you create it properly with newspaper features, it’s going to get the attention and respect it deserves. A newspaper immediately gives the impression of containing the latest information and claims your attention. Design your catalog to look like a newspaper!

Give it the timeliness of a newspaper with a masthead, lots of copy with snappy, newsy headlines, product description copywriting that has that sense of news and urgency. That alone should really boost sales. And if you can use deadlines for these special prices and offers in your newspaper the effect will be complete.

Don’t slip into your catalog mode with this. Remember, everything in here is timely, newsy and special. You could even date them and have your customers expecting them, especially if the are put out every month or every other week.

Not sure if your copywriters can do this right? Better check out my Mail Order Millionaire Copywriting Secrets book and discover the section with “news” words and expressions! 
 


Reason #3: More copy… 
This format lends itself to more copy for each product. Allowing you to focus on a smaller group of products such as your best sellers or new products being introduced.

 
Reason #4: You are news, your competitors aren’t… 
That’s going to make you say “read me” louder than all those other catalogs that just arrived in the mail!

 
Reason #5: You are bigger than them… 
That’s right, although there are a number of size options available, in most cases, you will stick out. Since you don’t fit neatly in that stack of catalogs headed for the shelf, or good grief, the recycle bin, you will get pulled out and get more attention! 
 

Reason #6: You’ll be faster… 
Production and printing time should be less than with a regular catalog format. This will allow you to really be newsy and get that new product offer out to them before your competition! 


Reason #7:  Save on color printing expense… 
While you may want to use full color in this format just as you would with a catalog, you can get away with using less color in certain areas and not look stupid! 


Reason #8: You’re different…
That reason alone could give you the edge you need! Using different formats between your regular catalogs will keep them on their toes and they will be less apt to get bored.

 
Reason #9: Seasonal… 
This is the perfect format to give the right effect for a seasonal catalog. Halloween, Thanksgiving and that kind of stuff. Or if you have a bunch of new products, what better way to announce them? It’s also perfect for a close-out sale.

These ideas came from my special report: 64 Catalog Marketing Response Ideas and there are still 63 more ideas waiting for you!

Your Catalog Marketing Friend,

Gil Carlson

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CATALOG MARKETING IDEA: Create a Tabloid Newspaper Catalog!
CATALOG MARKETING IDEA: Create a Tabloid Newspaper Catalog!