Comments on: Guest Post: The Magalog Market

By: Inventory Management Software

Inventory Management Software — Wed, 19 Jan 2011 12:11:42 +0000

Thanks for sharing your post and it was superb .I would like to hear more from you in future too.
Regards: http://www.blackitsoft.com/inventory-pos-software.aspx

By: Inventory Management Software

Inventory Management Software — Wed, 19 Jan 2011 12:09:12 +0000

Thanks for sharing your post and it was superb .I would like to hear more from you in future too.
Regards: http://www.blackitsoft.com/inventory-pos-software.aspx

By: Lori

Lori — Thu, 13 Jan 2011 12:57:10 +0000

I suspected that was the answer given the price involved. 🙂

By: Eileen

Eileen — Wed, 12 Jan 2011 20:10:32 +0000

Lori, no. I wouldn't even try. Magalogs are a big investment for any company, and there are too many variables outside my control - the major one being the list they mail to. If they mailed, and it was a flop, I'd take the heat. The other thing is, many companies take a loss on their first mailing (but then make up for it with lifetime customer value). A company without experience using magalogs might really freak out at that initial loss. If you're looking for a marketing format that has the same persuasiveness and the same story-driven focus, a multi-page sales letter can be a great tool. You can have them printed in 2-color and even include a few diagrams or photos, and you can get as good a response.

In my role as Copy Director for my main client this year, we are producing at least one major long copy project every month. Some products are "worthy" of a magalog, but others don't quite fit that large a project. For many of those, we'll be doing 8 or 12 page sales letters instead.

By: Lori

Lori — Wed, 12 Jan 2011 19:37:42 +0000

Eileen, thank you again for your post, and especially for sticking around to answer questions.

Quick question - have you ever convinced a client to go with this type of content? If so, how?

By: Eileen

Eileen — Wed, 12 Jan 2011 01:09:11 +0000

You're welcome, Caroline (one of my favorite names, BTW).

By: Caroline Braeken - Tillieux

Caroline Braeken - Tillieux — Tue, 11 Jan 2011 23:00:05 +0000

Thank you so much Eileen! This is all really helpful…sometimes there's just so much new info about different types of writing, I find it hard to get my head around it all. But with these kinds of concrete tips I can actually start somewhere I know will be useful (and "organize" my thoughts). Thanks again!

By: Eileen

Eileen — Tue, 11 Jan 2011 22:19:41 +0000

If you want to learn more about magalogs, one of the best ways to do this is subscribe to any newsletter put out by Boardroom, Inc. or Agora Publishing. Then order a dietary supplement from Sun Chlorella or Health Resources. In about 2 months, your postal mailbox will be flooded with magalogs. Save them, study them, and start what's called a "swipe" file.

By: Caroline Braeken - Tillieux

Caroline Braeken - Tillieux — Tue, 11 Jan 2011 21:47:48 +0000

I didn't know magalogs existed either. Indeed they really do sound fun to do (and very interesting financially…). Thank you very much for sharing this info, I'll definitely have to look more into this (and work on acquiring the writing skills)!

By: Eileen

Eileen — Tue, 11 Jan 2011 20:35:17 +0000

@Wendy: tell your pessimistic writer acquaintences to get into direct response writing. Example: A few months ago, I wrote a multi-component direct mail package (brochure, order form, sales letter, etc), probably totalling no more than 30 pages of copy. My fee was $13,000. I say that not to brag, but to open up people's eyes that some writing pays very well indeed. I did, however, have to spend a few years working my way up to that level of expertise … but I'd say it's worth it, wouldn't you?