Creating Catalogs that Sell [Spiral-bound]

Carol Ann Waugh (Author)

Book Description

Publication Date: September 1, 2003

This highly readable, information-packed book, organized in an easy-to-use, step-by-step format, details all the elements of creating a successful catalog to help you:

• Generate higher total revenue

• Increase the average dollar order

• Attract a significant number of new customers

• Increase the total revenues from existing customers

• Stand out in an increasingly competitive environment

Perfect for educational publishers of all sizes, this concise, one-stop resource clearly outlines how to: develop an overall strategy, select the right mailing lists, use copy that sells and a design that supports the copy, devise effective offers and pricing, mail at the right time, and, of course, track response.

Not only is Creating Catalogs That Sell an invaluable checklist for producing a successful, profitable catalog, it also provides a wealth of examples of successful catalog covers and pages, drawn from 18 educational publishers – with helpful captions highlighting their strategic selling features. "Hot Tips" are included with every chapter, giving publishers an array of great ideas they can incorporate into their next round of catalogs.

Editorial Reviews

Review

"A resource that every catalog marketer should have at their finger-tips. Packed with easy-to-follow advice." -- Michael Subrizi, Dir of Marketing, MDR

"This book an indispensable reference for all catalog marketers. " -- Michael Hopkins,, VP, Glencoe/McGraw Hill

"You owe it to your company to read this book." -- Adrienne Watts, VP Marketing, NSSEA

About the Author

Carol Ann Waugh is president of Xcellent Marketing, a Denver-based consulting firm specializing in helping educational and reference publishers develop effective marketing programs to sell to K-12 schools and libraries.

Her professional background incorporates a broad range of responsibilities during the past 30 years. She has been the Publisher and Executive Vice President R.R. Bowker, a database publisher specializing in library, bookstore and educational markets, a Vice President of the database division of Progressive Grocer, a major grocery industry publisher, and a Vice President of Butterick Publishing, a publisher of K-12 educational multi-media programs. Her work has involved launching the first commercially successful CD-ROM product in the US as well as hiring, training and managing a staff of marketing and sales professionals.

In 1982, she founded and managed her own publishing company that produced a directory and newsletter for the microcomputer industry and sold that company to a division of Xerox. In 1998, Ms. Waugh co-founded Internet Monitor, a company that provided nationwide seminars, newsletters and books on Internet marketing strategies. This company was sold to the Software Information Industry Association in 2003.

As an independent consultant for more than 15 years, she has worked with a multitude of companies, helping them with their overall marketing strategies as well as helping them implement specific campaigns. She has directed numerous marketing campaigns, which involved list selection, direct mail creative development, telemarketing, space advertising, special exhibits and public relations and, of course, catalog marketing.

Her efforts in these fields have resulted in several honors, including the inclusion of her biography in Who's Who of Finance, The World of Who's Who of Women, and nominations for Direct Marketing Woman of the Year. Most recently, she was awarded the coveted "pink jacket" from the Making it Happen Foundation for her contributions to the education technology industry. Ms. Waugh is an accomplished writer, having authored 5 published books and many articles. She was the originator and co-editor of the Experts' Guide to the K-12 School Market. She is widely recognized in the industry and is invited to speak at many industry meetings and conferences.

Ms. Waugh holds a Masters of Business Administration from Pace University, and a Bachelor of Science from New York University.

Product Details

• Spiral-bound: 96 pages
• Publisher: Xcellent Marketing (September 1, 2003)
• ISBN-10: 0972892605
• ISBN-13: 978-0972892605
• Product Dimensions: 6.8 x 5 x 0.3 inches
• Shipping Weight: 0.8 ounces
• Average Customer Review: 3.9 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #3,639,210 in Books (See Top 100 in Books)

More About the Author

Carol Ann Waugh wrote her first book when she finished needlepointing a couch and needed another project. Starting out with a king-sized quilt in a design she created herself, she soon ran into problems and out of fabric. The Patchwork Quilt Design & Coloring Book was written to help other beginner quilters make their own designs, rather than making traditional quilts. Other books soon followed and today, Carol is a well-know fiber artist working out of her studio in the RiNo Art District in Denver, CO. You can see her work at her website www.carolannwaugh.com .

Customer Reviews

Most Helpful Customer Reviews

21 of 22 people found the following review helpful:

1.0 out of 5 stars Buyer beware! $25 for a lousy term paper., June 27, 2004

By 

Scott E. Glenn (Orem, UT) - See all my reviews
(REAL NAME)   

This review is from: Creating Catalogs that Sell (Spiral-bound)

I agree entirely with the reviewer who called this publication an: "Overpriced pamphlet - an outrageous ripoff."

I purchased the pamphlet based on the first few reviews and did not see the last review before making my purchase. I am convinced now that the first few people to review the pamphlet were hired by the publisher (or maybe it was the publisher using different names!). How anyone in their right mind or in good conscience could recommend paying $25 for this flimsy, poorly printed, content-devoid, term paper is beyond me.

Buyer beware! I've never tried to return something to Amazon before - don't even know what their return policy is. But, I am certainly not going to keep this item whether or not they refund my money.

12 of 13 people found the following review helpful:

1.0 out of 5 stars Overpriced pamphlet - an outrageous ripoff, October 15, 2003

By 

FamilyMan (Lancaster PA) - See all my reviews

This review is from: Creating Catalogs that Sell (Spiral-bound)

Received a direct mail piece from the publisher on this book and their companion "Publishing without Borders" and ordered both based on the reviews. What an incredible disappointment!
Both are being returned. Unfortunately they spent more on the sales piece than they did on the book. Books are 4 x 5 inches, grainy illustrations ( docutech?). You won't find anything new here and far,far less than the classic books by Bob Stone or Edward Nash.

2 of 6 people found the following review helpful:

5.0 out of 5 stars A must-read for anyone who produces catalogues, November 25, 2003

By 

Florrie Kichler (Indianapolis, IN USA) - See all my reviews
(REAL NAME)   

This review is from: Creating Catalogs that Sell (Spiral-bound)

"A must-read for publishers producing their first or even their 200th catalogue! Carol Waugh has distilled a complex subject into a practical, how-to guide that provides valuable information from both a design and a marketing perspective. Highly recommended--Florrie Kichler, Patria Press, Inc.