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How to study magalogs?

by Petar P
3 replies
I got a few magalogs and I want to study them.

I don't want to write magalog copy. I just want to study them because they are winners and made someone millions.

Now I know prospects don't read the whole thing. They stop to read whatever gets their attention. But I want to read the whole thing.

However, those sidebars bug me. Should I read just the running copy or read the sidebars also as they appear? And the running copy doesn't end when a sidebar or break begins. It's just broken and continues on a different page.

Are the sidebars a logical part of the running copy? Do they bring some points home better? Or are they separate sales messages in and of themselves?
#magalogs #study
  • Profile picture of the author MikeHumphreys
    Originally Posted by PetarPrchkov View Post

    I got a few magalogs and I want to study them.

    I don't want to write magalog copy. I just want to study them because they are winners and made someone millions.

    Now I know prospects don't read the whole thing. They stop to read whatever gets their attention. But I want to read the whole thing.
    Study the whole thing. Top-notch magalogs frequently have more than one element in play to hook skimmers and get them reading the copy again.

    However, those sidebars bug me. Should I read just the running copy or read the sidebars also as they appear? And the running copy doesn't end when a sidebar or break begins. It's just broken and continues on a different page.

    Are the sidebars a logical part of the running copy? Do they bring some points home better? Or are they separate sales messages in and of themselves?
    There's method to the sidebar madness. When I use them, it's for any or all of these reasons:

    1. To deliver an important point reworded from somewhere else in the copy.
    2. To deliver a relevant testimonial.
    3. To deliver an interesting fact that supports the main sales argument (i.e. the stock market is going to plummet).
    4. To catch the eye of skimmers.
    5. To break up visual monotony of the page.

    Hope that helps,

    Mike
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    • Profile picture of the author marciayudkin
      Of course you need to read the sidebars! They are part of the overall content.

      As you know, a magalog is a hybrid of magazine and catalog, so you will need to study both magazine articles and catalogs as well to truly understand this medium.

      I used to freelance for magazines regularly, and having exciting ideas for sidebars was a big factor in selling to top magazines.

      Readers sometimes skim through a magalog or magazine reading more of the sidebars than the main articles.

      Marcia Yudkin
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  • Profile picture of the author DougHughes
    For a lot more information on magalogs checkout: MagalogGuy.com - Direct Market Magalog, Bookalog, Issuelog and Slim Jim Layout

    Anther great resource from Marketing IQ (Who's Mailing What) is "Design Formats for Boosting Direct Mail Response."
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    I write copy. Learn More.>>

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