Magalogs, Cambridge dictionary defines them as “a magazine that a company uses to advertise and sell its products, especially by mail”. Used both on and offline by a variety of brands across different sectors, they serve to educate the reader about the products or services on offer, as well as to appeal to the target audience’s general interests.

A magalog is similar to a sales supporting document, in that it discusses and sells the product or service of a company, but it differs in that a magalog concentrates on a soft sell approach, focusing more on the visual elements and readability. Its aim is to entice the reader enough so that they become invested in the content provided.

An ordinary magalog looks very similar to a magazine – hence the name. It has an appealing front cover featuring the title of the main article that serves to attract your target audience. The content is mainly educational, with elements referring to what the company does specifically. It’s supposed to be both informational and interesting, so it doesn’t feel like a sales pitch.

Magalogs offer a new angle for marketing your firm. They allow you to gently discuss your services with warm leads, past clients and current clients, without bombarding your audience with stereotypical sales pitches, up-selling tactics and promotional content. They also offer a chance for prospective clients to warm up to your business, discover what you know and how you can help them.

But the question is…are they effective?

If they are done right, they are highly effective tools for building client relationships and introducing product or service offerings. But the problem is, it’s easy to go wrong when creating a magalog – there’s a fine line between making it so sales orientated that the reader is immediately put off, and making the content too ‘general interest’ so that your brand doesn’t reap any benefits.

What to think about

If your accountancy firm wants to create and distribute its own magalog, there are a few essential things to keep in mind:

  • Your magalog should include multiple articles about your industry and business, as well as some articles that would appeal to your target audience’s general interests (e.g. the latest gadgets, top travel descriptions etc.).
  • Business-related content should always link back to your firm. Where possible, try and include results that your firm has gained with past clients, giving the reader something tangible to focus on (e.g. case studies, testimonials, performance data).
  • Spend time on the visuals. If you want your magalog to stand out, make it visually pleasing as well as informative and interesting. The visuals will be the difference between someone reading it or leaving it untouched. Try and choose an image for the front cover that encapsulates both the theme and content.
  • Consider how often you want to send them out. Magalogs can take time and money to produce (depending upon if they are on or offline), but they instantly demonstrate to prospects and clients the value of your firm. If you can, we recommend sending out a monthly magalog.

If you are interested in launching your own magalog but are unsure of how to get started, get in touch with Jessica at Propero on 020 3369 6844 – she’ll be more than happy to discuss your firm’s specific needs and how we can help you.

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