How Small Businesses Can Succeed in the Catalog Business

Catalog Success Magazine has an interesting post on how a small business can play with the big boys -- and win -- in the catalog business. Here are some of their tips:

• The key to success is “unique product, unique product, unique product.”
• Protect your unique products via copyrights, trademarks and patents.
• Develop efficient operations, even considering outsourcing if you cannot efficiently handle manufacturing in-house
• Test at least one thing — lists, covers, even trim size — on every mailing.
• Set high goals and act like a big guy, to become one.
• Start by assembling a talented, competitive team that shares your values and work ethics, then put the team first and owner’s profits second by sharing the rewards through promotions and great benefits.
• Avoid me-too products and make sure you understand your products’ benefits
• Also avoid excessive backorders
• Do not skimp on customer service.
• Stick to a narrow niche that lets you target a core of loyal customers with unique products.