Why do clients buy? What's the psyche behind the buying process? Studies have shown that for most clients, the process begins when there is a need that has to be satisfied.

A prospective client buys the moment he/she becomes aware of that need. And although many buy on impulse, most of us do get our brains working and put all the details together to make a potential decision.

Until your target client becomes aware that he/she may need the product or service you are offering, your marketing collaterals such as your catalog printing pieces will just be ignored, or worse- chucked in the bin. No matter what you send them, and no matter how great your catalog printer may be, they just won't pay attention to any of your efforts.
Convincing your target audience to buy from you takes a lot of effort and resources. If they have a current favorite, or if they are loyal to a particular brand, you might have a hard time talking them into trying out your brand. What if they won't like your product or service? What if they can't afford you? What if you don't give them what you promised? Which is why for the most part, clients stay put when they have a brand that gives them what they need.

So how do you trigger a buying frenzy from your potential clients? For one thing, you can target your mailing list for your catalog printing collaterals. With a targeted catalog mailing list, you'll be able to get a much higher rate of response, as compared to a shotgun deal. Simply put, if you're a catalog printer, you might want to send your collaterals to those who have the potential to buy your product or avail of your service.

Secondly, targeting the right mailing list for your catalog printing strategy can also get you higher response if you include incentives. Your target audience would definitely want to scour your color catalogs if they know they will get something in return- a freebie, for one. Generally, the risks involved are worth taking when you can gain more in the process.

Another thing you can do is to focus your full color catalogs on what you can do for them instead of glossing over your achievements and how your company takes care of its clients. Do you have a solution to a particular concern? Can you give them the upside and downside of accepting another brand?

Clients buy because they have a need that has to be satisfied. They may choose to get your product. Or not. But if your print catalogs can become valuable to your target audience, they might just save them for later use or when they're ready to avail of your service.

By: Andrew Michaels

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