Hi, I’m Abram Mertz, and I’ve spent years navigating the ins and outs of cattle marketing at River Creek Farms. One thing I’ve learned is that when it comes to sale catalogs, bigger isn’t always better. In fact, a smaller, more strategic catalog can often deliver bigger results.
The Truth About Catalog Size
At our farm, we used to think that a larger catalog would impress buyers. But after analyzing hundreds of sales, we discovered that smaller, focused catalogs are more effective. Here’s why:
- By reducing our catalog from 56 to 44 pages, we saved $0.57 per book. That’s $570 saved per 1,000 catalogs—money we could reinvest in reaching more buyers.
- Postage accounts for 40% of total printing and mailing costs. Every extra page adds weight and cost.
The Secret to an Effective Catalog
It’s not about how many pages you have—it’s about making every page count. Here’s what I’ve found works best:
Start with Clear Specifications
- Set your page count before design begins. Be specific with your designer: “This catalog cannot exceed [X] pages.”
- Designers are often paid by the page, so being clear saves money.
Focus on What Matters
- Include quality photos that showcase your cattle.
- Provide clear, accessible performance data.
- Ensure sale information is easy to find.
- Use efficient layouts that make comparison shopping simple.
Making It Work for Your Sale
The goal isn’t to create the biggest catalog—it’s to create the most effective one. A concise, well-designed catalog that reaches more of the right buyers will outperform a lengthy catalog every time.
“Working with LivestockDirect has been a game changer. We doubled our reach without increasing costs, thanks to their creative solutions.”
— K-LER Cattle
Need Help Optimizing Your Catalog?
At LivestockDirect, we help breeders create catalogs that drive results without breaking the bank. We’ve tested these strategies ourselves at River Creek Farms, and we know they work.
If you’re ready to make your catalog more effective while saving money, give Amanda a call at 785-320-6890. She’ll show you exactly how we can help.