With a headline like this, I'm sure there are those of you out there thinking, "I own an auto repair shop (or a cafÃ© or a consulting company). How is having a catalog going to benefit me?"
Before I explain just why catalogs should be part of almost every business--no matter whether you sell a product or service--let me give you some shocking figures on why a catalog-based company is one of my favorite business models.
I'm sure you get at least one catalog in your mailbox every week. We all do. And for decades, catalog businesses were the "apple of the eye" when it came to entrepreneurs, old-time retail businesses and investors. Catalog businesses were often started at a kitchen table, and many achieved sales in the millions, if not tens of millions, of dollars.