Magalogs: A Vital Piece of the Marketing Puzzle

While it’s a nice thought that you can save money for your business by only marketing online, the truth is that direct mail is still a vital piece of the marketing puzzle.

For one thing, not everyone knows to be looking for you online. One company recently told me that their target market – lawyers and surgeons – were unlikely to be sitting around in their free time magically coming up with the exact search phrase that would lead them to the company’s website.

Even if prospects are looking online, a search for the type of product or service you sell might be way down the list in search results where you’re rarely going to be seen.

So, how do reach people that don’t know you exist? How do you take advantage of the fact that while people are getting slammed by marketing messages online, their actual mailboxes are not as cluttered as in the past? And how do you make a deeper connection with your audience so that you’re just not another business name in the crowd?

Let me introduce you to the Magalog.

Magalogs have been around for a few decades. Health and financial companies have been the biggest users of magalogs from the start. But now, all sorts of businesses are using them to better connect with prospects and customers.

Names like Avon, Zappos, and even Oprah Winfrey have used magalogs. When I saw Oprah’s magalog, it occurred to me that with her following on TV and online (in the millions), a mere mention of a new product would be enough to make her a truck-load of money. Yet even her company understands the value of reaching people through the mail and, more specifically, the power of a magalog.

The word magalog is a combination of the words magazine and catalog. We’re selling a product or service just like we would in a catalog, but using techniques we see in magazines… more graphics, interesting and useful stories, a conversational tone.

A business colleague came up with this definition using clothing as an example: A magalog communicates image and brand by telling the story behind the product using magazine-like techniques. A catalog tells you what the fabric is made of. A magalog explains how it makes you look and feel. The result is a more emotional connection to the products being sold.

The best magalogs teach you something in addition to selling. For example, a health-related magalog may give you tips that you can immediately use to improve your health, whether you buy the product being sold or not. Consultants can use magalogs to pass along time management or building business tips in addition to selling their services.

When you do that, you’re seen as more than just another business in the crowd. You’re seen as an expert in your field. Anyone can fill a postcard or tri-fold brochure with copy. To fill a magalog, you have to be experienced in your field and have something worthwhile to say.

Since we understand that people like to do business with people they know, we have to find ways for our audience to get to know us when we can’t meet them face-to-face. A magalog gives you the space to tell your story and the story of your product or service.

Whether you realize it or not, your business and product have a story. You have history and background that are unique. Sharing that story and your passion for what you do attracts others who are interested in your product or service.

Magalogs can come in any number of sizes, but the most common is about 8.5 x 11 inches and around 16 to 32 pages. Most are full-color. They can be sent through the mail just like a regular magazine or catalog, handed out at trade shows, or even displayed online.

Your magalog also has another strong benefit compared to other direct mail platforms like a sales letter: A magalog is easily opened. One of the biggest challenges direct marketers have faced from the start is how to get people to open the envelope. Since a magalog is usually a self-mailer without the need for an envelope, it’s easy for someone to open and thumb through. That’s a huge advantage.

One concern I occasionally hear about magalog marketing is whether people want to read long copy. We’re constantly told that, “People don’t like to read any more, especially marketing material.”

I think that’s a myth. We may be a generation that thrives on 140-character messages on Twitter, but when we see a topic we’re interested in, we’ll invest the time to read more about it. That’s why it’s so important to make sure you send any marketing material, including magalogs, to a good list.

Speaking of lists, that’s one of the key building blocks for a successful magalog:

A solid mailing list – If you’re selling large-business consulting services, sending a magalog to a retirement village probably won’t result in any sales. You want to be very confident that you have a mailing list that is likely to be responsive to the type of product or service you sell. If they are, they’ll read a lot of copy as long as you’re providing useful information and telling a story they’re interested in.

Visually strong cover with a promise of value inside – The next time you’re at the bookstore, look at the magazine rack. The covers are all trying to grab your attention. You want a cover that will make people pause and be curious enough to look inside.

Content that resonates with the reader and expresses your passion – Anyone can throw tons of facts at people in their marketing material. That’s boring. But drawing people in with you enthusiasm and authenticity begins to build that deeper connection that creates long-term customers.

Sidebars that tell stories and give immediate value – The goal of any marketing piece is to boost response and increase sales. But make sure you focus on giving great value to anyone who takes the time to read your magalog. If they’re getting value from you, when it’s time to buy they’ll remember who was there for them leading up to that decision.

Proof of your claims in the form of testimonials or case studies – Having happy customers sing your praises goes a long way in building credibility with a new audience or for a brand new product.

A clear Call-to-Action – Never assume that it’s obvious what the reader should do next. Make it clear, and make it easy. (This applies to any of your marketing, whether in print or online.)

A great reason to visit your website – Not everyone will be ready to buy after reading your magalog, or any other printed piece. So continue the sales conversation online with a free report, a video, a discount coupon, or extra information. Give the reader a reason to stay in contact with you.

Can you make deep connections with prospects and customers online? Of course. But it’s becoming more difficult to stand out online. That doesn’t mean you abandon online marketing. What it means is that you be aware of how much of an impact you’re able to make with your target audience if you’re only marketing online. Ideally, your online and printed marketing work hand-in-hand.

About the Author:
Mike Klassen – The Magalog Guy – is a direct market designer, consultant and speaker. His free book, Increase Sales and Build Deeper Connections, is a guide on how to get prospects to pay attention to the story they want and need to hear before they buy. The book, and other free magalog and marketing resources are available at: http://www.magalogguy.com.

By the way, if you want to see a variety of magalog styles, my free webinar includes a number of samples and will fill in a lot of the details about magalog marketing including how to determine if one is right for you. Visit: http://www.magalogguy.com/webinars.

Related posts: