Mail-order catalog

The pattern

This still is filed under Mail-order catalog.

Define

A catalog that is the store: browse, choose, order, without a clerk and often without a website.

Mechanism

Assortment as argument. Density, numbering, and an order path do the closing. The book is the funnel.

Verdict

We have a range, remote buyers, and a way to take the order on the same object.

Why it works

The block works like a page torn from a catalogue: six drawn pieces in sterling silver, each with a stock number and a price, most with a size in inches, so the reader can choose without visiting a shop. THE ACTUAL MAKERS tells a buyer in Cairo he is dealing with the factory, not a middleman, and a boxed line promises the highest possible standard of excellence, always maintained. Two order paths close it: the sole agent in Cairo and Alexandria, or a catalogue sent post free.

The big idea

Buy sterling silver straight from the factory: the actual makers in London and Sheffield show numbered, priced pieces and sell through one agent in Egypt.

The offer

Sterling silver pieces, including a sugar basin, inkstand, coffee pot, jug, bowl and pierced dish, each numbered and priced, through sole agent Caffari's Co-operative Markets in Cairo and Alexandria. Catalogue post free.

The proof

The claim to be the actual makers, a boxed promise that the highest possible standard of excellence is always maintained, and detailed drawings with sizes and prices.

Lines from the ad

THE ACTUAL MAKERS.

HIGHEST POSSIBLE STANDARD OF EXCELLENCE ALWAYS MAINTAINED.

WRITE FOR CATALOGUE POST FREE.

Steal this when

Use it when you sell a range to buyers far from your showroom and can show real pieces, numbers and prices in one layout with a clear way to order.