The Distribution of Technical Information

Catalog printing can often act as a juggling act between keeping people interested and providing them with useful information so that they can easily order from you if they want to.

This balancing act often favors the creative side of things more than the technical side, but make no mistake: both sides are just as important. You really can’t survive if one side becomes far more important than the other.

Think about it. If you focus entirely on the creative side while giving minimal attention to the technical side you might get people who take interest in your products, but then they don’t know how to order. They get frustrated because they can’t find the order information, and so they end up giving up and not bothering to at all.

Or maybe people don’t know how to subscribe to your catalog to begin with. They see the catalog at a friend’s house or at an office, they take interest, but they can’t figure out what they need to do to start getting it. In the end they just say, “Oh well,” and walk away without doing anything.

In both of these cases you’ve lost sales and failed to make the most of your catalog printing.

Okay then, let’s go to the reverse side. In this situation you know exactly how to start up a subscription and you can easily figure out how to order, but the pages are boring otherwise. The products aren’t presented very well and it all just looks so plain and meaningless. They know how to order but do they really want to? Are they even going to bother reading through your catalog to the last page, or will it get thrown out before they need to order, so what’s the point in knowing how to?

I’m aware that these are two rather extreme examples and that most catalogs will fall into some form of middle ground between the two, but they are things to consider, because even a little of each might end up leading to lost sales. You can’t leave out one side of things or give it less attention.

The technical side just has a history of getting left behind the most, I’ve noticed, mainly because it’s a little more boring to design, and so it just doesn’t get much attention. Ignoring this is doing yourself a disservice, and will lead to lowered sales whether you like it or not.

Take a moment to step back and see if you’re really giving both sides the amount of attention they deserve. Try to find that perfect balance between the two of them so you’re not only keeping everyone engaged, but ensuring they can easily order from you whenever they want to without any problems.

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