Your Catalog Is Bigger Than You Think
In my first conversation with Pinterest marketing specialist Cathy Heflin, we explored the idea of Pinterest as a storefront.
That concept sparked an interesting question:
If Pinterest is a storefront, what exactly are you putting in the window?
For many creators, the answer comes quickly.
"My book."
"My course."
"My product."
"My program."
But as Cathy and I continued our discussion, we realized something important.
Many creators have far more to offer than they realize.
What Is a Pinterest Catalog?
When people hear the word catalog, they often picture a retail business with hundreds of products.
A clothing store.
A home décor company.
A gift shop.
And yes, Pinterest catalogs can absolutely support those types of businesses.
But Cathy pointed out something that often surprises people:
"Everyone has the opportunity to put their products on Pinterest."
The key word here is products.
Because products aren't limited to physical items.
A product can be anything of value that solves a problem, teaches a skill, provides information, or helps someone reach a goal.
More Than Books
One of the most common misconceptions I encounter when working with authors is the belief that they only have one thing to market.
Their book.
But let's take a closer look.
An author might offer:
Books
School visits
Speaking engagements
Workshops
Educator guides
Downloadable activities
Newsletters
Courses
Coaching
Consulting
Suddenly, that single book becomes part of a much larger ecosystem.
That's a catalog.
More Than Products
As Cathy explained during our conversation:
"You can promote anything. Any of your offers."
That statement opened the door to a much bigger discussion.
Because many of the people reading this article aren't selling products at all.
They're sharing expertise.
They're building communities.
They're creating educational resources.
They're teaching.
They're speaking.
They're serving.
Pinterest provides a way to organize and showcase those offerings so they can be discovered by people actively searching for them.
The Hidden Value of Free Resources
One of my favorite parts of our discussion centered around something many creators overlook:
Free content.
Cathy noted that some businesses use Pinterest primarily to grow their email lists.
Think about that for a moment.
A newsletter signup.
A free guide.
A checklist.
A resource library.
A webinar registration.
These aren't products in the traditional sense.
Yet they are often the beginning of a meaningful relationship with a future reader, client, customer, or student.
Your catalog can include those too.
Thinking Like a Library
As I listened to Cathy describe catalogs, I couldn't help but think about libraries.
A library isn't built around a single book.
It's built around a collection.
Readers arrive searching for answers, ideas, entertainment, inspiration, or information.
The library's job is to help them discover what's available.
Pinterest works much the same way.
The more clearly you organize and present your offerings, the easier it becomes for people to discover them.
What Might Be in Your Catalog?
If you're an educator, your catalog may include:
Lesson plans
Presentations
Workshops
Professional development
Free resources
If you're a speaker, your catalog may include:
Keynotes
Workshops
Books
Downloads
Consulting
If you're an author, your catalog may include:
Books
Educator guides
Classroom activities
School visits
Newsletters
Courses
The point isn't the size of your catalog.
The point is recognizing that you have one.
My Takeaway
One of the biggest shifts I see when creators begin using Pinterest strategically is a change in perspective.
They stop asking:
"What should I pin?"
And begin asking:
"What do I have to offer?"
That's a very different question.
And often, the answer reveals opportunities that have been there all along.
In the next installment of The Pinterest Perspectives Series, Cathy and I will explore Pinterest's Verified Merchant Program, why trust matters online, and how a small blue checkmark can have a surprisingly big impact on visibility and credibility.
