Copy Break: What's In Your Sidebars?

J

JakeStratham

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A few years back, Clayton Makepeace wrote a blog post devoted to sidebars. It is fantastic and worth saving for reference:

Sidebar MADNESS | MakepeaceTotalPackage.com

Much of the post is written in the context of using sidebars in magalog copy. But you'll find his suggestions can be used elsewhere.

The term "magalog" may be unfamiliar to you, even if you've received them in the mail. They look like the following:

magalog12.jpg


Relaxium.jpg


AdvancedCardioSolution.jpg


UltimateUrinaryTract.jpg


You get the idea.

Here are two examples of complete magalogs, so you can see sidebars in action:

1. http://www.procopytips.com/pdfs/rodale-gardening-book-magalog.pdf

2. http://makepeacetotalpackage.com.s3.amazonaws.com/swipe-files/swipe-05.14.10.pdf

If you write copy, spend a few minutes reading Makepeace's blog post. You'll be glad you did.
 
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Dig through google enough and his entire magalog swipe file is available.

I'd also recommend picking up gary bencivenga's bullets.
 
mpbiz said:
The Bencivenga 100 Seminar was great wasn't it? I spent an entire morning watching it about a year ago. Maybe it's time to revisit.
Click to expand...

Yeah, it completely transformed my thought process and approach to writing copy. If I had to recommend a single resource to learn from that'd be it. I started getting serious about copy about a year too late, would have been amazing to see it live.

But yeah, anything with Bencivenga's or Makepeace's name on it, even their free stuff, is ALWAYS worth paying close attention to IMO. They're the best at writing ridiculously effective ads and teaching how they do it.

Another great resource that most probably know about, but worth diving into every page for those who haven't, is The Gary Halbert Letter.
 
JakeStratham said:
A few years back, Clayton Makepeace wrote a blog post devoted to sidebars. It is fantastic and worth saving for reference:

Sidebar MADNESS | MakepeaceTotalPackage.com

Much of the post is written in the context of using sidebars in magalog copy. But you'll find his suggestions can be used elsewhere.

The term "magalog" may be unfamiliar to you, even if you've received them in the mail. They look like the following:
Click to expand...

I don't see sidebars in those images you posted. Where are they?
 
Fiver said:
I don't see sidebars in those images you posted. Where are they?
Click to expand...

1. "Stop The Dribbles And Drips..." (Specific problem: Promise specific solution/reward for reading).

2. "Common Panic Attack Triggers" (Specific pain points, if any apply to you, keep reading).

3. "Proof Positive!" (Authority proof. You can believe every word we're saying, here's our sources).

And then looking at page 4, one thing I like to pay attention to is layout, whether it's a magalog, website, magazine or whatever.

Magalog design especially is no accident. The layout alone can make or break the promotion.

So on page 4, you've got the illustration of the lady to the left. You've got the prehead in black, the red headline is just "AGAIN!" in red. Then you transition into a faint highlight for the lead/intro bullets.

And then another subhead inside of a red block with yellow and white text.

I like to dissect that kind of stuff, figure out what they're trying to get me to scan/pay attention to, what they're saying and why.

You'll pick up tons of subtle but effective lessons, especially when looking at a swipe from Makepeace/any of the big mailers.
 
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scottspfd82 said:
1. "Stop The Dribbles And Drips..." (Specific problem: Promise specific solution/reward for reading).

2. "Common Panic Attack Triggers" (Specific pain points, if any apply to you, keep reading).

3. "Proof Positive!" (Authority proof. You can believe every word we're saying, here's our sources).

And then looking at page 4, one thing I like to pay attention to is layout, whether it's a magalog, website, magazine or whatever.

Magalog design especially is no accident. The layout alone can make or break the promotion.

So on page 4, you've got the illustration of the lady to the left. You've got the prehead in black, the red headline is just "AGAIN!" in red. Then you transition into a faint highlight for the lead/intro bullets.

And then another subhead inside of a red block with yellow and white text.

I like to dissect that kind of stuff, figure out what they're trying to get me to scan/pay attention to, what they're saying and why.

You'll pick up tons of subtle but effective lessons, especially when looking at a swipe from Makepeace/any of the big mailers.
Click to expand...

Analysis appreciated + rep.
 
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