Lately I have given some of my favorite direct marketing digital tools and their test results. Direct mail also has some unique tools including magalogs, bookalogs, catalogs, and reportalogs.

These formats are great for promoting your product or service. They showcase the item in a magazine layout, which generates interest among consumers or business prospects who would otherwise ignore the marketer’s direct mail.

when we create one of these formats, we usually test the cover.

Let’s take a look at the results of two magalog test covers I created for one of my clients, an alternative health marketer.

The magalog was aimed at consumers who were interested in alternative medicine.

Both magalog covers contained the same information inside and both featured a picture of twin doctors standing back-to-back on the cover. The only difference between the two magalogs was the copy on the cover.

Test: Cover A read: “22 natural remedies and space age discoveries even your doctor doesn’t know about!” Below the copy, 9 arrowed-bullets each point to a medical condition, printed in bold. Next to the highlighted condition, there is a short explanation of how the product can help, along with the page number where the reader can find more information. For example:

  • The treatment protocol on page 6 could make insulin shots a thing of the past.

Cover B read: “22 natural remedies and space age discoveries that could change your life.” Underneath this it read, “Our most far-reaching discovery could help you…” followed by five diamond-shaped bullets that highlighted key benefits. For example, the first bullet read:

  • Shorten the duration and severity of a wide range of illnesses.

Take a guess at which cover generated a higher response.

Result: Cover A was a clear winner with 42% higher response than cover B.
If you’d like help developing your marketing and copy strategy, give me a call at (310)212-5727, or email Caleb at


Here are the rest of this week’s articles: