Why magalogs shouldn’t be your only marketing vehicle

It might be natural to assume that someone who is know as The Magalog Guy thinks magalogs are the best, or only, option for marketing yourself or your product.

Not true. Not by a longshot.

Postcards, sales letters, brochures, e-mail, direct response TV… they all have their place. In fact, I also do layout work in some of these other areas.

So I don’t want to come across as “Magalogs or nothing!”

For example, while I have my own magalog for my business, I’ve recently been using postcards.

Why? Well, I’m wanting to do a quick promotion/introduction of some free resources I offer. While a magalog would certainly stand out, it’s overkill for this purpose. A postcard for this particular offer and mailing list is what’s best for the goal.

Because of their cost, I never suggest sending out a magalog to any old list you come up with. Yeah, you might get some sales, but you’re leaving too much to chance, in my opinion.

This goes back to something I’ve said numerous times… a good, solid list of prospects or clients is foundational to a successful marketing effort. If you don’t have that, stay far away from magalogs unless you have a virtually unlimited budget.

Instead, save your magalog for previous customers, or prospects that you’ve researched that are likely to be a good match with your product or service. Or save them for marketing opportunities where you’ll be meeting with people in person, such as trade shows.

Every magalog client I’ve ever worked with has been specific with who is going to be receiving the magalog. And they have never, ever only depended on magalogs for their marketing.

A magalog is just like any other marketing vehicle: Use it at the appropriate time to get the maximum return on your investment.