Tips on How to Prepare a Product Catalog for the American Market, Effective and Suited to the Habits and Expectations of American Customers

The product catalog should be easy to browse: clarity, conciseness, and a focus on the problem = solution combination

The most effective product catalog for selling in America is one that highlights the product's benefits and differentiating factors and answers the question: Why should I buy your product?

Attached is an excellent example of a "mini catalog" [editor's note: not included in this article] of 16 pages. Even we, who know nothing about these products, can easily navigate a product catalog designed this way. The advantages of this catalog are as follows:

• A beautiful cover, with images of the products. Page two, a concise summary of the company's dimensions and scope.
• Page three: INDEX. Very, very important. The customer needs to quickly focus on what they want: in your case, Pressure Washers, Engines, Pumps, Heaters, etc.
• Product Categories: In each category, list the features and main strengths and differentiating elements common to all models.
• The technical specifications should not cover more than one-third of the page.
• Products: Just list the best-sellers if necessary. Or even a single example of a product for each category.

I would also add a phrase "Many other models and configurations are available. Request a full catalog by email or phone." Then, I'd put the index on the second page and the company introduction on the third. Instead of the item # completely on the left, I'd list the name alphabetically, then the item # next to it and on the right.

Some other tips on how to structure a catalog for the U.S.:

• Ensure there are no typos or punctuation errors.
• Remember to use American measurements, so inches, pounds, ounces, etc.
• Remember that dates in America put the month first then the day: 05/11 means May 11th NOT November 5th!
• Remember to design the catalog in Letter format, which is used in America [in America, the A4 format is not used]
• Remember that in America, decimals are separated by a period and not a comma, while thousands are separated by a comma and not a period. Example: Number written in Italian 132.517,77; Same number written in American: 132,517.77

The Price List for the United States

Do not include prices directly in the catalog. Prepare a separate price list. Prices for the American market must be DDP [delivery duty paid]. That is, the price list for the U.S. must include prices delivered USA, meaning including shipping costs, customs duties, and clearance costs. Prices should be in dollars, obviously without VAT, and net of all discounts.

 

Less is More When It Comes to Communicating Complex or Large Information

We are particularly impressed by pages 13-16. A large amount of information is offered but organized in a SCHEMATIC way. If the customer needs more information, they can always request it separately. In the last part of the catalog, that's where you can list customized solutions, and everything the company can do for the customer, but only if they're interested. A phone number displayed prominently on the last page: good. Overall, compact, effective, easy to consult. "Less is more" [as they say in America] when it comes to communicating complex or large information. Especially at a trade show. Provide the essential information. For details, there's always time.