Magalog from Prevention Magazine (Rodale Inc)

swiped by Swipe-Worthy in May 2016 from firstforwomen.com/

"1,806 of the most clever home, health, cooking and money secrets ever!"

For the first time, I've fully scanned & am featuring an entire magalog. This one is from publishing giant Rodale Inc, the company responsible for magazines like...View More

1,806 of the most clever home, health, cooking and money secrets ever!

Key Takeaways

  • Rodale Inc has been successfully selling their books via magalogs (in their own magazines) for decades and the format & strategy has barely changed.
  • 80% of this magalog and most of their other magalogs consist of teaser bullets that focus on benefits & results, but only hint at actual solutions, never fully revealing what's inside the book. To make these bullets even more intriguing, they include actual page numbers next to each of them.
  • To make the magalog seem more like a magazine, you can't just fill it out with teasers. You have to provide some value and Rodale does that in their magalogs by always including some partial contents. They even have an index of the partial contents in this magalog. The idea is to include just enough where it evens out the teasers & makes the reader feel like they've gotten a ton of value even though they've only seen a very tiny fraction of the book's content.
  • For decades, Rodale has sold their books using a "free examination" period where you test out the book and after 21 days, decide if you want to keep it or not. If you send it back within 21 days, you can get your money back. Otherwise, you pay in installments, which seems odd for a book, but makes more sense when you consider they're charging $30+ for their books.
  • Rodale also always includes a free bonus (usually another book) in their offer. The bonus, which always compliments the book well, is usually sold with a few inner pages full of teaser bullets & is always the last thing to be pitched before the order form as a final push.

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Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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26 Annotations
Annotations
May 19, 2016

The bonus is always recapped by Rodale at the end for a final push to make the sale.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Finishing off by drawing attention to the order form.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

The offer says nothing about buying or price & instead, focuses on "testing" & "free".

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

This is the typical offer for every Rodale book deal. They've been using this offer for literally decades.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Proof in numbers -- note how they're using the number of the magazine's readers which is going to be very high since it's a popular, mass publication.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

All of the cute cat & dog photos in this section play an important role in disarming the reader & making things light.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Just like the charcoal tip told earlier with Mary, this tip is told in story format where the person who's aware of the tip is praised & seen as smart & clever by others. They are appealing to deep social & individual desires.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Another fully revealed secret. This one is especially appealing because of its fast results (27 seconds).

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Another full secret revealed. Using an actual person & describing the tip via a story is a powerful approach & makes you imagine yourself as being like Mary. Don't overlook the fact that Mary is depicted as being smart & clever for knowing what she does.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

There are very few testimonials or personal accounts in this magalog -- this is one of them, used to help sell the bonus book.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

"Studies" are huge proof elements & convincers in the health space & the best is finding one that seems completely counter-intuitive like this one. The truth is, there are benefits & drawbacks to everything & they're taking a benefit & blowing it up, bigger than the drawbacks.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

The free bonus book is usually always given its own two pages of bullets to sell it like the main book being offered. Notice how it says see "page 27 for details" -- that's where the order form is.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

A lot of hypnotic language in here. "Do we really need to tell you..." -- what follows this statement is what you want them to agree to knowing. It's like saying "but you already know that, right.." & then you think "sure, I guess so". It's worded so you believe it. The second phrase to highlight is "so when you get" -- this is phrased in a way that ASSUMES you're going to buy.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

"Stations have NO choice" --> powerful phrase -- it's like they are bowing down to you and you have special authority. Referencing a supporting study that was conducted is always going to give the claim more clout & seem more believable.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Having exact savings amounts next to each bullet point is a killer strategy. It makes the savings seem very real, is easy to add up & thus, seem very impressive & significant.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

This "savings" section is a big help to the pitch because they're able to talk about how much money they'll save, making the purchase price seem more justifiable.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Another example of a full secret being revealed. Notice how it has a similar design layout to the broccoli tip --a colorful background & vibrant photo.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

An early call-to-action reminder -- they're summarizing the offer & getting the prospect ready to buy.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Here, they're not revealing any full secrets. In a few of the teaser bullets, they hint at objects used in some solutions, but don't tell you how to use them.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

An example of revealing one of the secrets in the book. Notice how they sprinkle these throughout the magalog amongst a sea of bullets. These "content reveals" are usually accompanied with a supporting image for emphasize.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

The classic "if you" starter -- this works to immediately call out & identify with the prospect. The key is you must know your audience -- if the "you" description doesn't resonate with the reader, it will lose them.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Framing the magalog as being informative (like a magazine) vs. a catalog or sales letter. This is what a magalog is intended to do.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

A free bonus book is a signature part of Rodale's usual book offer. There is ALWAYS a free gift.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

They reveal 9 of the 1,806 secrets in this magalog. The idea is to pick a diverse group of secrets, targeting different interests that get an impressive reaction & make the prospect wonder what else is in the book.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

The number or list-based headline has been proven to work again & again. Having so many of these "secrets"in the book allows them to easily write tons of bullets about the content.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

80% of this magalog is exactly like this -- full of teaser bullets referencing page numbers from the book. You will find this in just about every magalog for Rodale Books.

Swipe-Worthy
Swipe-Worthy The Founder

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