News
 The
Unexpected Power, and Success of the Magalog
Magalogs have made many direct marketers very
successful. They offer hard facts using direct
response copy and graphics to an information-hungry
and/or skeptical prospect. And they get through to
people because the format is unexpected. Magalogs
are designed for maximum readability... and, in the
end, a HUGE SALE! Read More.
The magalog, a cross between a magazine and a
catalog, has been growing in popularity for about 15
years. They are an excellent way to dramatically
present your product or service to a specific
audience.
Like magazines, they often have a table of contents
and stories spread over several pages. They are your
infomercial in print.
Here are 7 tips from Craig Huey that will help you
create a magalog that’ll make your product stand
out:
1. Create a front cover that grabs your reader and
doesn’t let go
Your front cover is what people notice first. Tease
your reader inside, promise substantial information,
and encourage them to see specific pages (include
the page numbers!) for fascinating articles. For
best results in extending the life of a magalog,
change the teaser copy and art of the cover, just
like you would on an outer envelope. And don’t
forget to test several front covers against each
other.
2. Use pages 2 and 3 to make your magalog a success
What you do with pages 2 and 3 can make your magalog
a success or failure. It looks professional, adds a
human element, and keys the reader to what’s inside
if the prospect immediately sees a letter from the
editor stating the purpose of the magalog. To pack a
real punch, though, place the first few paragraphs
of your most informative, most beguiling article at
the very beginning of your magalog.
3. Include a lead article
The strongest response magalogs have one
well-focused, single-themed main article that sells
the product or service and pulls the prospect to the
order form at the end.
4. Use side bars liberally
Side bars are small articles that accompany a lead
story in a newspaper or magazine. Editors use them
to break out and expand on a point, or give a
different perspective. You can use them for that, or
use them to highlight a benefit, make a call to
action, offer a free special report, or draw
attention to the order form. The side bar is an
ideal way to draw prospects who have a special
interest in a benefit you offer.
5. Woo your prospect with your order form
The last one or two pages of your magalog are an
extremely powerful place to put your order form. On
one page, pack extensive information on the bonuses
and guarantees. On the other, present your offer,
all the components of a traditional response device,
and the most important selling points of your
product. Most importantly, don’t forget to include
clear instructions, a savings certificate, and your
money-back guarantee.
6. Use the back cover to sell information and add
product credibility
Your back cover is one of your most powerful places
to place thought-provoking copy. Use it to influence
your prospects into turning the page and reading
what’s inside the magalog immediately. Make them
want to read the entire article, and make it easy
for them to find the facts by using bullets. Another
important element to consider adding to the back
cover is one or more testimonials. They’ll add an
element of human interest and let your prospect know
this is a product they can trust.
7. Make your magalog look professional
Your magalog represents your product. Use 4-color
throughout, (2-color designs with a simpler look are
also back in style) and a substantive paper weight
(60 lb. for the cover and 50 lb. for the inside
pages.) To save money, create a magalog that is 16,
20, 24, 28, or 32 pages. Printers usually work in
pages of 4 or 8 and can sometimes give you an even
better rate if your magalog’s pages are in multiples
of 8.
Sources: Lori
Haller, (Inside Freelance Design), Craig Huey (CDMG
Inc), Allen Taylor (ezinearticles.com).
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Melissa Data
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