FOR IMMEDIATE RELEASE                                                Press Release
September 2003
                                                                

          Learn the secrets behind successful catalogs in the K-12 market
                                Creating Catalogs That SELL

When publishers ask the widely-recognized marketing expert Carol Ann Waugh, “What is the most effective marketing tool to sell supplemental products to schools?” she answers, “a catalog.” Why? Catalogs are still the most effective return on an educational marketing investment.

For eighteen years Waugh has been helping a multitude of educational companies develop catalogs that generate high responses from educators in the K-12 market. And now, thanks to her highly readable, information-packed book published by Xcellent Marketing, Creating Catalogs That SELL, everyone has full access to her "tricks of the trade." Featuring an easy-to-use, step-by-step format, this must-have guidebook details all the elements of creating a successful catalog sure to:

• Generate higher total revenue
• Increase the average dollar order
• Attract a significant number of new customers
• Increase the total revenues from existing customers
• Stand out in an increasingly competitive environment

Perfect for educational publishers of all sizes, this concise, one-stop resource clearly outlines how to: develop an overall strategy, select the right mailing lists, use copy that sells and a design that supports the copy, devise effective offers and pricing, mail at the right time, and, of course, track response.

Not only is Creating Catalogs That SELL an invaluable checklist for producing a successful, profitable catalog, it also provides a wealth of examples of successful catalog covers and pages, drawn from 18 educational publishers – with helpful captions highlighting their strategic selling features. "Hot Tips" are included with every chapter, giving publishers an array of great ideas they can incorporate into their next round of catalogs.

"If you want your catalog to perform at its greatest potential, you owe it to your company to read this book."
                                   – Adrienne Watts, Vice President of Marketing, NSSEA

Creating Catalogs That SELL is part of Xcellent Marketing’s Books for Successful Publishers series, available at the www.xcellentmarketing.com. This library of books will become essential reading for anyone in the publishing community.

President of Xcellent Marketing and author of many books and articles, Carol Ann Waugh was the originator and co-editor of the Experts’ Guide to the K-12 School Market. She was recently awarded the coveted “pink jacket” for her contributions to the education technology industry by The Making it Happen Foundation. Xcellent Marketing has been consulting with publishing companies for more than 16 years, helping them formulate and execute successful marketing strategies.