“Magalogs” are an infomercial in print.

Few marketers use magalogs. But they should, because they produce such a powerful response.

In direct mail, the most common formats are:

• Envelope mailings
• Postcard mailings
• Self mailers

There are other formats, including magalogs, catalogs, bookalogs (see video brief here), three-dimensional mail (see video brief here) and much more, like the new videologs (see video brief here).

The magalog has been growing in popularity. It is an excellent way to dramatically present your product or service.

The diversity of the magalog

I’ve created magalogs that market a diverse range of products and services, such as business-to-business software, products for human resources directors, reverse mortgages, alternative health products, and investment products and services.

Achieving the right look

The cover of a magalog should look like the cover of a magazine. Below, see an example of a magalog I have created for Strategic Investing.

The inside should look and feel like a magazine, with sidebars and pictures with captions.

But there is one thing that this is very different from a regular magazine. The lead copy flows from page 3 to the end.

A magalog, to be viable, must be 16 pages. Many that I create are up to 28, even 32 pages.

I just completed a new magalog for a client—having marketed over 60 million direct mail pieces for them. Magalogs can be very profitable.

To be powerful, the copy and art must follow the direct response rules.

Here is a video brief on magalogs where I show more examples in detail. It’s less than 2 minutes long.

Do you have any questions about direct marketing, or about effective copy? Contact Johnny at (615)933-4647 or email him at [email protected].