According to McFeely’s, it’s hip to be square if you’re a screw drive. And the purveyor of square drive screws and other woodworking tools clearly demonstrates its authority on the matter with this Gold Award-winning catalog.
The catalog makes “a strong case for switching to square drive screws,” notes one judge. “You get a complete education on this product line.” Indeed, the four-page technical details section includes seven reasons square drives beat regular screws, answers to frequently asked questions, screw size and head style comparisons, and information about thread styles and drill bit sizes.
Despite providing serious tools and information to woodworkers, McFeely’s also likes to have a little fun. The cover depicts a caricature of catalog president Jim McFeely blowing on a smoking screw gun, which, according to one judge, “is funny and entertaining, and it works!” McFeely’s uses the cartoon character throughout the catalog to illustrate such points as corrode-resistant screw finishes and deck materials selection.
Lengthy, detailed copy uses benefit-driven headlines and subheads to direct readers to the correct products for specific projects. A judge points out that the friendly, down-to-earth text also uses “screwy” humor. For instance, the copy for a cordless screwdriver brace exclaims that “you won’t need to worry about recharging these batteries with anything more than a hearty lunch!”
Pairing its informative yet entertaining copy with a clean design, McFeely’s succeeds in making what could be perceived as a rather dull product line seem interesting. Illustrations, diagrams, and comparison charts ensure that readers understand how the products will help them complete a project. Also, a judge adds, “customer testimonials throughout the catalog play up the strength of the service.”
McFeely’s prints its customer service policies at the bottom of the pages throughout the catalog and on the order form. The customer “bill of rights” reinforces the company’s commitment to fast service, top-quality products, and guaranteed satisfaction. Moreover, the catalog “anticipates every possible technical question and then answers each in simple layman’s terms,” says one of the judges.
Just the same, McFeely’s encourages customers to call the company with any questions – toll free. “We don’t make you pay for the call when you need to know how to use a product we sold you,” the catalog states. Proclaims a judge: “It’s perfect.”