I’ve been having discussions with a prospective client about the various ways we can help them. He proudly sent their new catalog, a major undertaking after years of relying only on paid search for prospecting. The catalog has a lot going for it. The photos are clear, attractive, and show the products to best advantage. The layout is clean and readable. There’s a lot of technical information that’s organized in a neat, orderly fashion. Phone number and URL appear on every page. While it’s a fine job for an initial catalog, our prospective client has no idea how much more effective it could be. Being new to cataloguing, he understandably doesn’t know what he doesn’t know. For instance: