| To generate more sales from your catalog and to | | | | featured in the catalog. |
| connect on a personal level with your readers, be | | | | Define your company's guarantee policy. |
| sure to include a letter from your company's | | | | Introduce staff, especially if comprised of people |
| president. | | | | just like your customers (horse owners, cat |
| The tone of the president's letter should be warm | | | | breeders, etc.) |
| and friendly, since you're speaking directly to your | | | | Define the company's philosophy. |
| customers. It's an excellent opportunity for you to | | | | Stress commitment to quality service. |
| get one-on-one with them. Becoming familiar with | | | | In some ways, the letter from the president is similar |
| your customers can help gain their trust, which is an | | | | to your Web site's About Us page. Its purpose is to |
| important step towards loyalty. | | | | establish legitimacy and credibility with visitors to your |
| Most catalogers tuck the president's letter just inside | | | | site. For those receiving your print catalog for the |
| the front cover. What is its purpose? Well, it can | | | | first time, the president's letter can do the same. |
| serve many, for example: | | | | The bottom line here is that your letter from the |
| Introduce your company and its products to | | | | president does serve a purpose. Since you're working |
| new, potential customers. | | | | with a limited amount of space in a print catalog, |
| "Make up" with former customers that may | | | | every inch counts. Vague, ineffective messages will |
| have been burned by the company in the past. | | | | do nothing to help create sales and if your catalog |
| Emphasize a product or special offer that's | | | | isn't selling, why bother? |