Palm Beach Jewelry Catalog Cover Spec Challenge

What gets your attention, good information or powerful sensationalism? I’m not asking what you prefer … but what gets your attention? If you believe powerful sensationalism is the attention getter, this challenge is for you.

• The challenge will run until March 1, 2008.
• A minimum of 5 covers will be selected for future promotions.
• Palm Beach Jewelry will pay the writer of each of those selected covers $250.
• The winning writers can use the Palm Beach Jewelry name and promote the fact that they won a competition against thousands of other writers.

Goal: To get a customer to open the Palm Beach Jewelry Catalog. Keyword “OPEN.”

To get her to walk into my “store,” which, in this case, is my catalog. If you don’t get her to take the initial step of opening the catalog, it is 100% certain that she will not buy.

Customer Profile:

1. 100% jewelry buyer

2. Credit-challenged

   • She has several non-bank credit cards to purchase the company’s jewelry with. “Non-bank” is credit cards besides Visa, MasterCard, and American Express. Cards like Metrostyle, Newport News, Spiegel, Roaman’s, and Woman Within.
   • She likes the fact that Palm Beach Jewelry bills over time (4 payments with 0% interest).
   • She likes our great deals, along with our split billing plan.
   • She continually comments that Palm Beach Jewelry’s prices are very, very competitive, actually going out of her way to make these comments. The company’s products are hard to price-compare (many styles are exclusives) and even we don’t know if our prices are competitive. Could our “Buy Now” (“compare at”) prices be giving the perception that we have great pricing?

Important cover guidelines to follow:

1. The cover must be exciting, like the front page of the National Enquirer or the front page headlines that you see at the checkout counter of the grocery store. It must grab the customer and get her to stop and look at the catalog in less than 2 seconds.
2. See below for several covers that meet these criteria. Remember: You don’t have to reinvent the wheel. These covers have worked … but are getting tired. Take them and “refresh” them … that’s all you need to do.
3. Also see below for several of the current working headlines for our covers.
4. We have nothing that proves an item shot on the cover is as important as saying something that will resonate strongly with the consumer, something she wants to hear, again with the goal in mind of getting her to open the catalog.

Samples of winning covers and headline submissions:

• Cover Sample 1 (PDF - 554KB)
• Cover Sample 2 (PDF - 571KB)
• Cover Sample 3 (PDF - 640KB)
• Cover Sample 4 (PDF - 581KB)
• Cover Sample 5 (PDF - 669KB)
• Sample Headlines (PDF - 14KB)

Send your entry to me – as an e-mail attachment – by the March 1 deadline to: Palmbeachcovers@setacorporation.com

Good luck!
Joe Seta
President, Seta Corporation

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