If you market your products to schools and libraries, the most important marketing tool you have is your catalog. It is the first investment you make and probably the most expensive. This tip will tell you what words you MUST put on your catalog cover to sell your products aggressively to these markets.

Remember, the reason catalogs are so powerful in these markets is because catalogs are filed and refereed to throughout the year. In fact, most catalogs continue to pull response for 3 years. Because they are filed, you want to be included in the right folder! So here are the important words you should include (not in any order of importance):

FREE Yes, you need to put an impelling offer right on the front of your catalog. Free pulls the best but other offers include discounts and special introductory offers.

NEW Most educators and librarians want to keep up with new developments in their field and are looking for new products. Highlight "What's New" inside your catalog.

FORMATS Some people file their catalogs by product format. If your catalog includes books, make sure that you say that word on your cover. If you offer multiply formats (CD-ROM, Software, Books, Manipulatives, Audio Tapes, etc.), list all of the formats.

SUBJECTS Some people file by subjects so list all the subjects you cover such as History, Language Arts, Science, etc.

GRADE LEVEL Be sure to indicate which grade level your catalog covers – or the audience your products serve such as K-12, Elementary, Middle School, High School, Adult, Senior Citizens, Immigrants, etc.

SEASON/YEAR People want to make sure they have a current catalog so indicate which season this catalog covers, such as Fall 1998, or 1998-99, or Special Sale Catalog.

WWW ADDRESS For those of you with web site, be sure to put your web address on the cover.

800 Number This is just as important as your web address. Don't make people search for how to contact you. Make it easy to order.

I know this seems like a lot of copy to place on your front cover but great designers can work within these constrictions and still design a beautiful cover that will attract the eye, be pleasing to the audience, and best of all, be a cover that will increase your sales!