The value of a great magalog copywriter

I’m currently working on a magalog layout for a relatively new client. It’s quickly becoming one of my favorite magalog projects.

There are a few reasons for that, but one is that I’m working with a wonderful copywriter who understands how to write copy for a magalog. Not all copywriters can write great copy for a magalog, just like all “designers” can’t design magalogs.

There are subtleties in the various copy and design niches and your skills in one area don’t always translate to another. To give a quick, personal example, my passion and skill-set is with magalogs, books, sales letters and a few other areas. You do not want to hire me to do your logo or website because I don’t have the proper skill-set in those areas.

When it comes to copy for magalogs, I get some clients who want to use existing sales copy that they’re already using somewhere else, such as their sales letter. While we can make that work, it’s not ideal and the process is usually longer to get the copy into “magalog” shape.

Instead, on this project for example, using a copywriter who understands how to write for magalogs has been worth it. The writer understands the value of creating immediate impact with the cover copy… understands how to keep the reader interested enough to read through all the pages… understands how important sidebars are throughout the magalog… and amazingly, wrote the exact amount of copy needed for 16 pages. (That last point is important because too much or too little copy slows things down as copy changes usually result in layout changes of some sort. “Slowing down” is a bad thing when you’re ready to make some sales.)

As I write this, the magalog hasn’t been sent out. Its success will be determined by factors we’ve talked about before… the copy, the design, the actual product, the offer, the mailing list, etc.

But you certainly increase your chances of success when you’ve got winning copy from someone who knows what goes into successful magalogs.

(In case you’re curious, the “wonderful copywriter” I’m talking about is Eileen Coale.)

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I’m making my book, Increase Sales & Build Deeper Connections: How To Get Prospects To Pay Attention To The Story They Want And Need To Hear Before They Buy, and an audio interview about magalogs available as bonus items for people selling marketing-related books and products online. Feel free to contact me for details.