As I have indicated in previous issues, a magalog is a refreshing alternative to the traditional direct mail package and possesses a longer life span and a greater “pass-along” value than other direct mail pieces.
A magalog cover can even give a product or service a new look. For business-to-business, it is more likely to get by the mail room and gatekeepers. And for consumers, it has a dramatic impact in a market segment that isn't used to seeing that type of format.
In the last two issues, I explained what a magalog is as well as steps you need to follow to create a successful magalog cover.
Remember, the goal of your magalog should be to grab your prospect’s attention. Do this by focusing on one product or service supported by a variety of editorial features in direct response copy that highlight that product.
We looked at two covers last week and discussed the differences in the copy. Although both covers were successful in speaking to the reader’s fears, there was one cover that received a higher response.
It is always important to test covers.
Bullets grab attention and increase readership
Bulleted tease copy lets the reader know what topics will be revealed in the magalog and creates an intense desire to read further.
To the right is an example of a cover I created for one of my clients.
The magalog reads: "Top Secret Information" in bold on the top half of the cover, and on the bottom half of the cover the 8 bullets read:
- Your Banker Doesn't Want You To Know: How to avoid secret fees and hidden charges!
- Your Furniture Retailer Will Never Give You: A phone number that can save you thousands of dollars!
- Information the IRS Keeps To Themselves: A Supreme Court ruling that can work in your favor!
- Your Pharmacist Won't Tell You: You can get FREE prescription drugs!
- Your Doctor May Not Know This Secret: How to get the latest cutting-edge treatment...Free!
- Auto Mechanics Don't Want You To Know: 4 auto repair scams that cost consumers hundreds of dollars every year!
Insurance Agents Won't Tell You: You can pay less and get more protection- Local Governments Hope You Don't Know About: Escaping a whole year's property tax using this secret.
As you can see, magalog bullets are similar to teaser bullets you should be using in a traditional direct mail piece, email or website.
Teaser bullets create curiosity and arouse powerful interest—the reader's mouth should drool. Make them want to find the answer.