Why I sometimes steer people away from magalogs

Nothing like having a magalog-specific site, then posting an article explaining why I might talk someone out of using one…

I get occasional calls from potential clients who tell me they want/need a magalog. That comment is immediately followed by, “Oh… and what exactly is a magalog?” I’ve tackled the “What is a magalog” question here, so today let me focus on why I might try to talk someone out of using one.

Ultimately, a client knows his or her business far better than I do. But it’s fair to say that some clients aren’t as clear about the positives and negatives of certain types of marketing material. So it’s natural that if you hear people talking positively about some type of marketing – such as a magalog – you’re going to want to learn more about it. You might even think it’s a magic bullet that will have customers jamming your phone lines to place an order.

But that’s where a designer you trust is going to pay off. A good designer is not going to get hung up on terminology. He or she isn’t going to assume ‘magalog‘ just because you used that word. Your designer is going to ask questions about your copy and even ask to see it if it’s available at that point. Based on that, the designer will have a good idea of which direction to go if you’re not sure.

Even more important, if you actually do think you have a direction, a good designer isn’t going to be shy if he disagrees with you. That doesn’t mean your designer indulges in endless arguing. It just means he’ll give you other options to consider and explain why he’s presenting those options.

What sometimes happens when I talk to people who think they want a magalog is that they really need a sales letter. No, it’s not quite as glamorous as a magalog, but based on the content the client has, along with other factors, a sales letter is best for the job. (And we can make a sales letter look great even without all the extras that go into a magalog.)

That doesn’t mean you can’t make adjustments and additions to the copy to create content more appropriate for a magalog (or slim jim, or bookalog). It just means that, as it stands, your copy isn’t to that stage yet, in the designer’s opinion.

By the way… if you haven’t guessed yet, this situation normally occurs with clients who write their own copy or are considering taking existing website copy and converting it into a magalog. A good freelance copywriter is going to know from the beginning what he or she is writing for… magalog, sales letter, white paper, etc. In that case, the designer simply takes the copy and applies it to the proper format.

Content alone is not the only reason to question whether a magalog is the best choice. The cost of producing and mailing a magalog can be quite a financial hit… it’s not for the financially timid.

Just speaking from the design side, a magalog costs more than a sales letter because there’s far more work involved. A very basic rule of thumb: if it ends with ‘log’, it’s not going to be inexpensive… magalog, catalog, issuelog, bookalog. And that usually not only applies to the design, but also the copywriting, printing and mailing.

While I love getting paid for magalogs, I don’t steer clients down that path if I really don’t believe it’s the best marketing vehicle for them. That’s why I’ll ask any number of questions to ensure that the client is picking the right format.

So if you’re considering a magalog, but not sure if it’s right for you, find a designer you can trust and discuss it. In particular, focus on whether the content currently supports the magalog format, and whether you have a budget that will allow you to get the most out of your magalog.