BY KATIE MULDOON

There are billions of catalogs out there-or so it seems when you look at the competition in the mailbox. And there's been about a billion tons of wisdom written about how to differentiate your book so that a potential customer knows to choose yours over another. Unfortunately, such an overabundance of advice means that too often none if it is actually implemented.

So it was with great relief that I realized there is only one main strategy a cataloger really needs to win the battle of differentiation.

Before I pass on this brilliant observation, let's step back and look at the big picture. I think it was Aristotle who taught that all things are either the same or different and that there are only two kinds of difference-in kind and in degree. Differences in kind are concrete things, like the difference in a racing car and a racing ship. That there are different kinds of catalogs is an unchangeable fact. So the real opportunity to set a catalog apart from its competitors is in differences of degree, because this equates to perceptions based on emotions and beliefs.

Perception, teamed with the key motivation-trust-is the power behind real differentiation. Trust, according to a 2001 study by Sharmila Chatterjee at the University of Pennsylvania's Wharton School, makes brand recognition among competitors more likely. Additionally, trust actually inhibits a subject from recalling competitive brands.

There are four major points where catalogers can build trust in their books through differentiation:

1. Creative marketing.
2. Merchandise.
3. Service.
4. Synergy.

Creative marketing inspires trust when it provides consumers or end users with an image that mirrors their own image of who they want to be-not who they may be now, but who they want to be. Effective creative marketing provides tangible elements that help to reinforce that image or perception.

RedEnvelope, with its distinctive red packaging (a more affordable echo of Tiffany's), is one tangible element in an overall creative marketing approach that gives it an edge over the competition. Packaging mirrors the consumer's image and, in this case, says "I have good taste and want only the best gifts for my friends." With RedEnvelope, you can trust that your gift will be favorably remembered.

A&F, once known as Abercrombie & Fitch, successfully created a distinctive, unforgettable image for a particular market segment, impressively revitalizing a dead brand. Whether you approve of its sexy approach or not, you have to acknowledge that teens trust, and repeatedly buy, this brand because it delivers clothing that will receive accolades from their peers.

Smart merchandising can create trust by helping potential buyers discover something about a product that they didn't know before. What's more, superior merchandising arranges products in such a way that it's extremely easy and satisfying to purchase while still offering a believable price/value relationship.

Using more than just pictures of products on pages, or extensions of existing lines, Harry & David perfectly illustrates how to turn a commodity product into an image of quality worth the price. This company, better than any I know, keeps the offerings fresh with new packaging and seasonal teasers. Hence, you trust that the products will be timely, the best available and at a reasonable cost.

Doctors Foster & Smith displays merchandising excellence through the use of editorials that back up its expertise in particular products. Trust is instilled because the reader learns that those behind the catalog have the depth of knowledge critical in caring for precious pets.

A company's service can promote trust by inspiring consumers to turn to it for any need it can satisfy. Trustworthy service never sends a customer away wanting for more.

Viking Office Products is the one to watch in this area. Call Viking, and even if you're unsure about what you want, its staff will help you find what you need, decide among brands and features, and then ship your choice fast. If there's a problem, exchanges are simple and speedy.

A recent firsthand service experience turned my husband from a sometime L.L. Bean customer into an advocate who tells everyone he sees that this is a trustworthy company worth buying from. Two shirts arrived and appeared to be bigger than the same style and size he'd ordered before. I suggested washing might shrink them; a quick call to Bean confirmed this. More spousal discussion resulted in another bit of Bean advice on how to properly wash the shirts. But in addition to two helpful phone calls, there was the spoken guarantee that no matter what we did to them in the washer, if we weren't happy they would be picked up and exchanged at no cost to us.

Synergy inspires trust because it provides consumers with a consistent image in all areas. In addition, synergy gives a feeling of organized, comfortable accessibility.

Case in point: Williams-Sonoma makes customers feel like it's there for them anywhere they shop, with store windows, Web pages and catalogs all cozily mimicking each other. These are not times when consumers want the unexpected. Williams-Sonoma always has fresh merchandise and creative, tied to a harmonious overall approach that feels reassuring.

So, as you plan for the future, make certain that every strategy adds one more way to help consumers easily understand that yours is a catalog they can trust to buy from again and again.