Michael Burke provides a great overview of the strategic planning process. His approach is simple but very effective.
Business owners frequently rely on the standard marketing and sales tools that are out there: Perhaps articles, press releases, and websites to get attention and start building a relationship; blogs, social media, downloadable reports to grow the relationship and to position the business; and presentation content to close the deal. Pretty standard stuff, really. All of these content channels can get lost in the sea of competition, though.
One way to make sure your sales material gets into the hands of the people it’s supposed to get to, and to make sure it gets read, is to use a magalog.
I’d never heard of a magalog before, until Mike “The Magalog Guy” Klassen stopped by my website one day and commented on one of my blog posts. I looked up his site, did some research, and have been thinking about them ever since. I am convinced that they are a truly untapped sales tool in today’s highly competitive world.
A magalog is basically a magazine that you publish to position and/or sell your products and services. People already do this all the time with ebooks and print books but I magalogs fill a gap in the content used in sales funnels, and I think they’ll be particularly useful in face-to-face and/or direct mail marketing.
WHAT IS A MAGALOG?
Think of a nice, glossy magazine… but one where you have complete control over the content and design of the magazine. The magalog looks like a regular magazine but is filled with articles that ultimately position you as the best and only solution to your prospect’s problems.
HERE’S WHY I LIKE MAGALOGS
- A magalog is unique
- A magalog is more likely to be read by your target audience. It’s easier to read than an ebook and the article format is less daunting to read than chapters in a book.
- A mailed magalog will be more likely to get past the gatekeeper than your sales people or your sales letters.
- A magalog may be viewed with less skepticism than an ebook or report (depending on how it is written) because it doesn’t seem to be exclusively from you.
A FEW MAGALOG TIPS
- Fill the magazine with timeless articles that subtly position you and your solution. Don’t make the articles overtly about you. Make the articles useful and insightful.
- Don’t hand over the magalog to your prospect and say: “I wrote this. You might find it helpful.” Instead, leave it behind or mail it with a handwritten note.
- Create one magalog issue to send to brand new leads (with a handwritten note about the magalog being a complimentary issue); create a second magalog issue to leave behind during a sales called; and create a third magalog issue to send to a prospect when you hear that they are going on a trip (with a handwritten note that says, “I heard you were flying to a conference. Here’s some reading for the airplane”).
So, go visit Mike Klassen’s site, MagalogGuy.com, check out his sample magalogs, read his blog, and think about how a magalog might be useful in your business. (Disclosure: This is not an affiliate link. I have no business relationship with Mike Klassen… I just think his magalogs are useful sales tools).
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