How to Get a Product in a Catalog

According to the Direct Marketing Association, direct sales (including catalogs) performs as well and often even better than general advertising methods. You can take advantage of direct marketing by partnering with catalog companies that are always on the lookout for quality profitable products. Here are some tips to get your product in a catalog.

Instructions

Create Marketing Materials

1. Take quality photos of your product. Because these photos are designed to sell your item to the catalog company, use a professional photographer. Photos should be clear and taken from different angles to clearly represent the item. Consider taking photos of the item while it's in use as well.

2. Create a sales brochure. While your brochure will provide features, focus on benefits that your product provides. People buy benefits (what it will do for them) not features (what it does). Your brochures need to look professional, so consider using a professional printer as opposed to printing them on a basic home or small office printer.

3. Write a press release. A press release tells the who, what, where, when and why of your product. It should be lively and timely.

4. Outline the terms and conditions of how the catalog company can obtain your product. For example, is there a minimum order the company needs to make from you? Will it get a discount for ordering a specific amount of your product? How can the company pay you, and will you extend credit to it? Are you willing to set up a drop situation instead of having the company order from you in bulk? And what is your guarantee on the product, as well as in doing business with the catalog company?

5. Gather supporting materials. If your product has been mentioned in the press, has won an award, or has testimonials, create a packet with the clips and information.

6. Create a response card. Make it easy for the catalog company to get back with you by including a self-addressed stamped envelope or postcard.

7. Write a cover letter. The cover letter will be sent with the marketing materials to the catalog company. It should introduce your company, as well as outline your purpose for writing, and list items included in the package for review.

Package and Send Your Items

1. Make a list of the companies you're going to send packages too so you know how many packages to put together.

2. Bundle your items together. Use a quality folder with your company logo to organize the materials.

3. Insert materials into sturdy mailing package. Don't skimp by using flimsy envelopes or packages. Ensure your items get to the catalog company in the pristine condition you sent them by using quality packing materials.

4. Address your package to the right person. Having the name and title of the catalog acquisitions person ensures that your package will get to where it needs to go.

5. Send the items first class or above. This not only gets your item to the catalog company faster (and therefore you hear back faster), but it shows you're a professional. You can add delivery confirmation so you that you can know when your package was delivered.

Tips & Warnings

• Give the company time to review your package before following up. Catalog companies receive lots of items and can't review them all as they arrive, so don't call a week after you send your package to find out what the company is doing with your item. Instead, give the company at least 30 days. When you follow up, don't be pushy. Simply let the company know that you want to verify that the package was received and inquire about the time frame for review. If you've included a self-addressed stamped return envelope or postcard, you should hear back either way once your item is reviewed.

• Make sure you run the numbers to know that you've priced the item so that you and the catalog company can profit, but not so high that it won't sell.

References

• Direct Marketing Association

Resources

• List of Mail Order Catalogs by category
• National Directory of Mail Order Catalogs