Do you, like me, sit up and take note when gardening catalogs are featured in the general direct marketing press? If so, have a look at the latest issue of Target Market and their article on 5 Direct Mail Tips from Gardening Catalogs.
I especially liked tip #4: “Compare yourself to others.” It’s illustrated by a page from the Territorial Seed catalog, which lists 10 ways their plants “stand out from the rest.” Virtually all — such as “plant-safe boxes” and “convenient ship dates” — are claims that any gardening cataloger can make, but no matter. The catalog page still serves the purpose of establishing Territorial Seed as an expert, and giving the buyer complete confidence that they’ll receive robust, healthy plants at the appropriate time for planting.
