In the last issue I discussed the benefits of magalogs and how they are extremely effective for both business-to-business and consumer marketing. I also gave you examples of magalogs I created for my clients.
As you might recall, a magalog looks like a magazine but focuses on selling one product or service. It has an editorial feel mixed with powerful direct response copy that informs and provides value, but also sells.
Only with a powerful cover will people read what’s inside your magalog
So let’s talk about how you can create a powerful magalog for your next direct marketing campaign. To start, you need to create a cover that is so compelling and intriguing that people can’t wait to read what is inside.
Create curiosity, fear and urgency
In the two magalogs I shared with you last week, the business-to-business magalog, which I created for a software provider client of mine, featured an image of burning money and the front cover copy read—“How Fortune 1000 Companies Are Losing Billions to Cyberslackers.”
The other magalog I shared with you was directed to consumers and was created for my client Health Alert. The cover featured a photo on the upper-right corner of an elderly man in pain and on the bottom left, the same elderly man appearing on a stretcher in a hospital. The copy on the cover read, “Sent on a Death Spiral. Not by His Enemies but by His Own Medical Treatments...”
Both covers targeted the prospect's fears and needs, and the copy conveyed emotion appropriate for each target market.
To the right is an example of two covers I tested for my client, Prosata. Notice the difference in the two?
Cover A (the top cover) reads: "97% of men suffer from some type of prostate problem, but...these amazing nutrients could help you join the 3% who live worry-free!"
Cover B reads: "Breakthrough Prostate remedy taps decades of scientific research, brings relief in as little as 30 days!" An amazing combination of 14 products offers new hope for millions of sufferers!
Read Testing Corner, below, to find out which cover won. You'll be surprised at the dramatic results.