Is My Product Appropriate for Mail-Order Catalog Sales?

By Jim Tilberry

Here are 14 criteria to judge whether your product has potential to be a catalog winner. Although it's not necessary to meet all of these criteria, the more it meets, the greater the likelihood it will be successful in mail order.

1. It makes sense. Upon seeing your product for the first time, most people would understand the value or usefulness of it.
   
   
2. It's new. Ideally the product should be fairly new with limited or no exposure at trade shows or in stores.
   
   
3. It solves a problem. Your product solves a common everyday problem that's never been addressed before. Or it solves a problem in a unique way or a much less expensive way.
   
   
4. It's unique. There's absolutely nothing like it on the market.
   
   
5. It looks good. Your product photographs well. An attractive eye-catching photo works wonders for sales.
   
   
6. It's simple. Your product has just one main function and solves just one problem. It takes less copy to explain a simple gadget than one with lots of "bells and whistles."
   
   
7. There's a widespread market. Naturally the larger the catalog market for your product, the larger the opportunity. Unfortunately, certain consumer markets, although big, are not necessarily big catalog markets.
   
   
8. There's a year-round market. The bigger the window of opportunity for your item, the better. It's usually more profitable to get steady sales throughout the year than to be limited to a short seasonal market.
   
   
9. It's safe. Ideally your product should not be dangerous in any way. There's no risk, or at least limited risk of injury to the customer. There are no small breakable parts for children to swallow.
   
   
10. It's durable. Your product will easily ship without breaking.
    
    
11. It's easy to supply. There's an adequate inventory with a short lead time (less than 4 weeks) on production. Plus, you have backup suppliers lined up, in case you need them.
    
    
12. It's priced between $5 and $100. Ideally the perceived value is over $5, unless the product can be sold in sets. Although there is no upper-limit price, generally products selling for over $100 have slower sales through catalogs.
    
    
13. It's easy to mail. Your product is UPS-shippable. If it's particularly long or odd-shaped, you can provide the product in a re-shipper box. Preferably the product should also be lightweight. Naturally the higher the price/weight ratio, the better.
    
    
14. It's patented. Although it's not absolutely necessary that your product be patented, with a patent you can ward off "knockoffs." The catalogs will also feel better about advertising your product if they know you are the rightful owner of the idea.
    

Jim Tilberry is President of Tilberry Direct Marketing. His business specializes in helping inventors and small companies sell their consumer products through mail order catalogs. Email: tilberrydm@aol.com Phone: 630-837-1915 www.catalogrep.com

Published in Networking Today, February 2006.