Do mag-a-logs work for B2B?

by Drez
13 replies
Just had a B2B client ask me about writing a mag-a-log for him to replace a traditional "free report" he's been sending out.

However, before I spend his money I wanted to ask ...

Are mag-a-logs working in Business to Business? (I've personally never written one for B2B)

I KNOW big mailers are still using them for financial, health and other niches. But I haven't seen them used in B2B. (I get them from Agora, Boardroom, etc.)

Appreciate knowing what others are seeing and doing.

#b2b #magalogs #work
  • Profile picture of the author briancassingena
    I don't know if there are many going around, but you or I could find out. The point is, you're asking the wrong question.

    The question should be: How can I make magalogs work for ME?

    Who is my customer and what do they want?

    In fact the whole B2B vs consumer marketing is mostly hype sold by lesser marketers, there are in fact very few differences as businesses don't buy stuff, PEOPLE buy stuff
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  • Profile picture of the author DougHughes
    Hi Drez, I haven't written any B2B magalogs. I have seen some but unfortunately I can't remember where. Actually I think it was for Hammer Nutrition trying to get retailers to offer the product.

    My feeling is that magalogs will work well with B2B. At the end of the day you are still writing for the one person who is reading your copy.

    After doing business development and B2B sales, my conclusion is that there is little difference in B2B and B2C. The problem with getting to B2B clients is getting past gatekeepers.

    Something else I've experienced is that B2B clients want to look good in the eyes of their superiors or make buying decisions with political interests in mind.

    But...absolutely, you can sell to anyone if they have an interest, and you have the right message, at the right time, with the right offer. Cliche, I know (but true).

    Who are you going after? Certainly, there is different messaging between business owners/CEOs, VPs, Directors, etc...

    But really, with all this stuff selling the benefits will eventually end with results as long as the offer is good and you're reaching the right people.

    Like I said, I've never written a B2B magalog, but my guess is it could work well.

    I write copy. Learn More.>>

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    • Profile picture of the author Drez
      Well, here's the deal.

      A while back I wrote a letter for this customer that went out to business customers inviting them to get a free report (This letter is still pulling quite well)

      The free report is designed to get people to buy the product (a marketing system).

      According to the client the response to the report (buying the product) has fallen. And now he's thinking of changing the format to a mag-a-log.

      I wanted to do so snooping around to see how others are making out with this format BEFORE my client spends a lot of money. (he's looking at a 4-color 20 pager)

      Plus I have some other ideas revolving around video that I'd like to explore (it would be faster to implement, cheaper to create, and we'd know results faster too).

      So that's what my goal is.

      Thanks to all.

      Mark "Drez" Dresner
      Swipe My Massive Copywriting Swipe Files Collection for FREE

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  • Profile picture of the author briancassingena
    Ah, some good information there mate. Firstly, all marketing pieces lose their pulling power over time, now faster than in years gone by. Boosting the offer, updating the copy to become more current, etc, can revive an ad or letter.

    Your client may want to change to a magalog but this does not mean it's a good idea. I'm not saying it won't work, but you're the marketing expert, you should at least have an influential input, if not the last word.

    As for formats, I'd put up a long form sales letter of mine to a targeted list against any glossy brochure type piece anyday. Whatever you guys go with, make sure it's a direct response piece. If he wants glossy he can pay for it, but he'll pay through the nose for it if you don't include direct response principles
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    • Profile picture of the author Drez
      So let me ask this ...

      Has anyone written (recently) a mag-a-log, book-a-log or tabloid style promotion (a la Boardroom, Weiss Research, and Agora) for a B2B client?

      And if so, how did it convert/perform?

      I greatly appreciate getting the skinny - based on your personal experiences.

      Thanks in advance.

      Mark "Drez" Dresner
      Swipe My Massive Copywriting Swipe Files Collection for FREE

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      • Profile picture of the author OutOfThisWord
        I've use tabloid size... folded twice.

        When opened it's 17" x 22".

        Address side needs to call out audience as well as back side when folded... open first fold, have main header and copy to get reader to completely open.

        Inside is double page header and sales pitch.

        Run on high speed presses, full color inexpensive.

        Use short fold to draw them inside after unfolding first fold.

        Good for products/services where you want your pitch circulated among numerous people inside a company that influence a purchase.

        Enclose in large flat envelope with personal letter for more targeted mailings to known decision makers.

        Can also double as hand-out at trade shows and for direct sales force.
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        • Profile picture of the author Drez
          How did it perform?

          I'm exploring using the mag-a-log as the "special report" in my client's two-step marketing program.

          I wrote a letter about 6 months ago inviting B2B customers to get a free report (pulling well 6+%)

          The report is designed to sell a $2K product. (current report has declined in conversion power).

          The proposed mag-a-log will replace the vanilla report.

          Mark "Drez" Dresner
          Swipe My Massive Copywriting Swipe Files Collection for FREE

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        • Profile picture of the author Loren Woirhaye
          The question I would ask is whether the investment
          in writing, design, printing and postage is merited by
          the size of the "customer universe" and profitability
          of the first transaction and realistic back-end combined.

          Magalogs for the consumer market are generally customer
          acquisition pieces. As such, they have a tough job
          to do - hence the "shock and awe" approach of making
          them appear so relevant recipients keep them around.

          If they go in the trash, they aren't working, and your
          client will go broke if they go in the trash. that's your
          sales pitch really: "Bob, you can't go halfway with this
          magalog thing, if you cheap out the buyers will throw
          it out. It's got to be really timely, topical relevant
          information coupled with a slam-bang selling argument
          and you know all that research takes time... so think
          well on whether or not you're willing to commit to
          doing this properly..." etc.
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  • Profile picture of the author Rezbi
    What type of businesses are your client's market?

    Are they likely to want committees to look at the sales literature?

    If not - if it's likely to be individuals - then I don't see why you shouldn't just view them as individuals.

    After all, once they get home, they just sit and read like the rest of us.

    Even at their place of business.

    If that's what he wants, why not write him a magalog and tell him to test it?
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    • Profile picture of the author OutOfThisWord
      Drez... have used for both telecom industry and info industry and both performed well.

      But used 17" x 22" (when opened) tabloid.

      Using magalog your printing cost go up maybe even higher than response can carry.

      Test with the tabloid, it's fast and cheap.
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      • Profile picture of the author Drez
        Thanks for the info OutOfThisWord.

        Just to make sure I understand.

        Your piece was 1 sheet 17x22 folded. Is that right?

        Did you mail it with a cover letter? Or was it a self mailer?

        Was this piece part of a multi-step marketing campaign?

        I REALLY appreciate your input as I'm trying to help my client make decisions that won';t waste a ton of his money.

        Thanks and "Laissez Les Bon Temps Roulez" :^)

        Mark "Drez" Dresner
        Swipe My Massive Copywriting Swipe Files Collection for FREE

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        • Profile picture of the author OutOfThisWord
          Hey Drez...

          Yes... 17" x 22" sheet and when you fold twice, comes to 8-1/2" x 11".

          Most circulation was dropped bulk mail.

          Targeted A-listers got in envelope with cover.

          Made both direct sales... mail and phone... and direct leads where follow-up quote/offer was mailed, then followed up by phone or direct sales visit.

          Over run printing made handouts for trade shows or response to general inquiries.

          Best thing... is set-up to run on high-speed roll fed press so printing is super cheap... and same outfit can highly personalize during addressing process.

          You have a ton of room to sell because when opened, it's the same size as the huge circulars that are in newspapers or even mailed from major retailers.

          Won't cost you much to do a 5,000 run test.

          However, on the other end of the spectrum... I believe you are selling a $2K training program...

 I would also test a post card to drive them to landing page or call for free report...

          ...and close deal in next step.
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  • Profile picture of the author
    "The question should be: How can I make magalogs work for ME?"

    -- Great attitude.
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