A catalog is an effective means of expanding your customer base and showing consumers the validity of the products your business offers. In fact, it is a tool that has the potential to reach even those people who otherwise would not have the opportunity to set foot in your shop. By knowing what to include in the catalog and presenting it in an organized and visually interesting way, you will be able to immediately transform an idea into a concrete advertising medium.
Steps
Method 1 of 1: Creating a Commercial Catalog
Step 1. Collect the material
Make sure you have all the necessary content available before you take care of the wrapper. What are the ingredients you need to create the catalog? Images, product list and related characteristics. Also, list all the paragraphs to include, such as company presentation, customer testimonials, and any other information that will help consumers make the right decision.
Step 2. Take visually appealing photos
Maybe you're thinking of doing the photo shoot yourself to save money. If you are a beginner, it is best to hire a professional to do this. Images are among the most important components of a catalog, because it is the first thing that is seen by customers. An inviting photograph encourages potential customers to read the description and hopefully make a purchase.
If you have photographic skills, have no problem shooting yourself and have a good digital camera, set it to the highest resolution and follow the product image protocol. Take individual photos of items, do not group them. Use a light background, add shading to make the packages stand out on the page, and load them at at least 300 dots per inch
Step 3. Know the characteristics of the product by heart
Before talking about the items offered, you need to know all the technical specifications perfectly. It also assigns identification codes and prices (original and discounted) to goods. You could also write down the benefits that come to mind as you organize the products. While you want to explain to readers everything there is to know about it, you should only give the information that is useful to make a decision. Refer to the website for further explanations.
Step 4. Choose the right size for the catalog
Determine the most convenient format it should have when closed. This decision depends on various factors. Where will it be browsed? Whether deployed on an airplane or placed on a waiting room table, you need to consider the most appropriate size. In fact, customers should not be discouraged because the catalog is too large (so it is difficult to hold) or too small (images are not clearly visible and the information on the products they want to evaluate is illegible).
Step 5. Choose the right amount of pages
The catalog must be long enough to offer all the information readers need, but also short enough not to lose their interest. You shouldn't get them bogged down with unnecessary details. Don't forget the table of contents, the products that might be advertised on a full sheet and any extra pages to give additional information, such as the history of the company.
- Make sure the layout is consistent. Make it easy for customers to find the site and phone number by alternating between pages. For example, while browsing the catalog, the reader should always see the phone number on the right page and the URL on the left, or vice versa. It is also possible to put one data at the top and one at the bottom.
- Make the total number of pages a multiple of four: copy shops print four pages on a full sheet (two on the front and two on the back).
Step 6. Write the product descriptions
They should all be short, between 50 and 150 words. You must include the features of each product, but remember to add the benefits it offers as well. And don't forget to explain what is the main advantage it guarantees, the one that sets it apart from all the others. For example, if you are selling golf gloves, the most important factor is grip. In fact, they must allow you to hold the club firmly. However, you also need to point out that customers can play professionally when wearing them (key benefit). Help consumers select the correct item as you talk about it by describing everything they need to know about it: price, weight, size, and so on.
If you'd rather be helped by someone to write, hire a copywriter
Step 7. Write the additional content
When dealing with advertising copy, use short, easily readable sentences and paragraphs to avoid overly technical language. Each section of the catalog should have a cover or introductory page depicting a person struggling with the product described; add a short article about the benefits of the whole category of these goods. The content should also include a small blurb about the company to reassure customers and get to know you better.
You should also create the order form if you accept those by fax or post
Step 8. Organize your content
At this point, choose the texts and images that will appear on each page. Make sure you group similar products together. Also, you should place complementary goods in the same space. For example, if you sell high-fashion men's shoes, on the same page you propose footwear that allows you to keep them intact for a long time: consumers who consider these shoes will also go in search of these items. It's a great way to display items that customers didn't know existed and useful, and didn't know they needed them.
- To effectively organize your content, not only do you need to create product descriptions, you also need to add an introduction, an information section with articles about your business and a paragraph containing information on returns and the warranty. You can intersperse the extra texts between one product and another, so as not to lose sight of the catalog's goal: to sell.
- Make sure you use the fonts and design uniformly throughout your catalog so customers won't be distracted by it. However, remember that each section must be assigned a specific color to facilitate consultation (insert it at the top of the page, on the bottom or on the side).
Step 9. Use compelling fillers
To get a total number of pages equal to a multiple of four, you should insert filler pages in the catalog. Again, get them to promote its purpose: to sell. Including the history of the company will help customers understand the background and why you went into business. Readers will also feel reassured thanks to testimonials and guarantees. Anything that reassures the consumer and legitimizes the business will help you advertise your products better.
Step 10. Create an interesting cover
It will be the first thing potential customers see, and it plays a major role. In fact, it is she who determines the success of a catalog. If it doesn't attract attention, it could be thrown in the trash without being looked down upon. Including the main products, promotions, discounts, and the coolest images encourages readers to browse it. Is the catalog seasonal? Choose a theme relevant to the time of year or an approaching holiday.
Step 11. Prepare the order form
While this step sounds tedious, keep in mind that a customer can forgo purchasing a product they want because the process of ordering it is confusing. Including the customer service phone number allows him to contact the company when in doubt. A form that can be cut out and provided with an address makes it much easier to process the order. Don't forget to add necessary spaces for information such as the quantity of products requested, shipping and billing address. If customers can also order online, please state this clearly.
Step 12. Create a model
It is important to make a sample of the catalog before sending hundreds to print and then realize that you have made organization or layout errors. This process prevents wasted time (such as recreating the structure of the pages) and allows you to get an idea of the actual final result. Unless you've studied graphic design, you should hire a professional or seek advice on the most appropriate layout method.
- Discuss the following factors: budget, printer that will be used, cut-out forms for ordering, and images to insert. After the expert has an idea of the components, you can find the best way to organize the information, as well as put as many products as possible on a page without filling it too much.
- You can use shapes or symbols to represent the images that will be used on the actual catalog. Once everything is ready, you can also use the real photos, correct the texts, ask potential customers to check it out and make suggestions before sending it to print.
Step 13. Print the catalog
If it has only four pages, you can do it yourself, but consulting a professional saves you money and ensures better quality results. In addition, a copy shop will take care of various aspects, such as page order and trimming (this process ensures that, once folded, the outer pages are no shorter than the inner ones). A professional will also be able to use a much more durable binding technique. Some companies even offer a shipping service, so you don't have to worry about it. But make sure you find a reliable one - it should be reasonably priced and very good quality.
Advice
- There are many factors to consider when creating a catalog. It is a different product than promotional postcards and brochures. In fact, compared to these marketing mediums, it offers much more content.
- Don't use preset templates, which often limit creativity and uniqueness.
