Magalog from Prevention Magazine (Rodale Inc)

swiped by Mike Schauer from

"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.

Analyst Spotlight

Mike Schauer

Mike Schaueris the founder of 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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