MAGALOGS – Tell Your Story, Build Credibility, Create …dale-beaumont.s3.amazonaws.com/MBB/Slides/1007 John Anderson... · Tell Your Story, Build Credibility, Create Big Sales

MAGALOGS –Tell Your Story, Build

Credibility,Create Big Sales Volume

John Anderson

The Blizzard Effect

• A blizzard of marketing and sales messages every day• Prospects defend themselves from advertising to avoid getting overwhelmed• They shake out the advertising inserts in the weekend papers, delete emails etc.

Chameleon Advertising

BIG IDEA: We need to make our marketing messages blend in with valuable content – so that it doesn’t look like advertising

Chameleon Advertising - Email

Chameleon Advertising – Space Ad

Offer an Irresistible Carrott

• People are looking for something which is valuable to them at that moment•Give the promise of great content as an incentive in a format that looks valuable – video ‘presentation’, PDF report etc, book, magazine.

Video “Carrot”

The Ultimate Chameleon – The Magalog

•Sales letter disguised as a magazine •A kitchen table keeper – not ‘trash can fodder’•Front page and whole design looks like a magazine•Big promises to the urgent problems and desires of the market

Applicable to Many Markets

Editorial Note and Table of Contents

• Reinforces magazine style

• Provides powerful ‘benefits’ of reading further •Presells your offer

Build in Proof Early On

• Quantifiable proof is best• May be from known identities or ‘ordinary’ customers• Add more proof throughout the Magalog

Enter the Conversation in The Reader’s Mind…

•Speak to their biggest problems and desires• This is ‘must have’ information• Embed curiosity so readers feel they HAVE to read the unique content inside…

Content / Promotion Balance

• Balance should be approximately 50:50• Content should be relevant, useful, actionable information•The content is also selling the reader on the product(s)•Segué into what you’re offering

Include NumerousContent and ‘Proof’ Boxes

Use Diagrams and Content Boxes to Establish Proof of

Product Benefits

Use Research Based Proof Elements and Illustrations

Effectively

• Illustrations and diagrams attract attention and intrigue the reader.•A picture tells a thousand words –a graph or diagram can tell a million

Unleash the Power of Bullets

Demonstrate How Your Product or Service is Uniquely Superior

Add Premiums/Bonuses

Make a Risk-Free, User-Friendly Offer

Close – Summary, Strong Call to Action

2 Free Resources

1. The “Done For You” Business Blueprint Magalog Template

2. The 12 Steps to a Sales Boosting Magalog Checklist