Control-Beating Secrets from Magalog Master Rob Davis
Rob Davis has no formal education in direct-mail design. He's completely self-taught. Yet he's been working with top copywriters and setting records with his magalog designs since 1994.
Today, he shares his secrets with us.
IFD: How did you get started in design?
ROB: Pretty much by accident. I majored in banking and worked in it for a while. Then I moved from Hawaii to Vermont, where my brother lives. I was down to my last $10 when I got there, so my brother brought me into his business – marketing for a mutual fund company.
He showed me how to write copy, and I learned as I went. Every day, we spent an hour studying and discussing direct mail together. Over time, this gave me a pretty good foundation.
We created the promos from scratch, which meant designing them, too. While I was learning copywriting, I was also learning PageMaker. Design came to me a lot easier than writing, so I switched over completely.
IFD: When did you decide to specialize in magalog design?
ROB: Almost from the beginning – back in the early 90s, when it burst onto the scene as the hot new format. I liked the format instantly, because it offers a lot of real estate to make the sale. And it really pushes designer creativity, while sticking to solid DM rules.
IFD: How do you approach a magalog project?
ROB: When clients hire me, they're looking for something completely fresh to grab attention and beat the current control.
That's not likely to happen if I spin off of designs they've already done, so I don't do a lot of outside research. I don't want to be heavily influenced by other work. For the research I need, I spend time with the client, asking tons of questions. I spend lots of time reading and analyzing the promo copy. Sometimes the copywriter has specific instructions, but mainly I study the copy.
IFD: What's your routine for tackling a magalog project?
ROB: I read through the copy several times, highlighting key words and phrases to make sure they get emphasized in the design. From there, I lay out a template then flow in the copy.
I spend the bulk of my time formatting the copy until it stands alone without graphic elements. Once I'm satisfied with that, I create sidebars and put in placeholders for photos. Photos and other graphics come last, because I want them to be an almost invisible support for the copy being showcased.
IFD: How can a new designer break into magalog design?
ROB: First, make sure you're up to the task. Magalogs are much different from standard #10 packages. They take a lot of thought and commitment. But they're very rewarding from both a creative and financial standpoint.
Next, get on the mailing lists of companies that use magalogs. Study what they're mailing. Then, get in touch with a few of their marketing departments or with copywriters who are doing magalog copy. Ask if you can send them your samples. Don't worry if you don't have magalog samples, send what you have. Marketing directors will recognize your ability even if you send other types of designs. If your work is clean and done well, they'll see it.
Another idea: Take a #10 package that they're mailing. Turn it into a magalog and send that as a sample. And don't just show it to known magalog mailers. Show it to other clients and prospects who might benefit from testing this format – even if they've never used it before.
IFD: Any other advice to share on creating control-beating magalogs?
ROB: Once you land that magalog project, make sure your design is flawless before sending it off to the printer. Fixing a magalog at print stage is very expensive, so it's got to be technically sound before it ever leaves your computer.
Double-check to make sure …
- graphics are all in CMYK instead of RGB
- shadows overlap tightly
- you've used good, reliable fonts – not cheapies that print poorly
- colors are all set on “process”
- sidebar backgrounds aren't too dark for the type
- clipping paths on photos are set correctly so you don't have a white “halo” around the photo
It's a lot to think about. But if you turn in thoughtful, clean designs, you'll have work that'll make you proud and put you in high demand.
How to Land Clients in 21 Days with Just Your Computer
How do I land my first client? It’s a question every aspiring freelancer asks eventually. Now, there’s a proven system for landing clients that removes the guesswork. Best of all? No cold calling. Learn More »
“I’m in charge of my income now. The only ‘ceilings’ are the ones I place there myself. If I want to make more money, all I have to do is pick up a few more projects. I love that!”
If yes, you could be in big demand, earning big money, writing just a few hours a day from anywhere in the world you choose to be.
Get Nick Usborne’s step-by-step system for creating money-making information websites.
In just 6 hours and 35 minutes, you can be in business earning $60 – $150 an hour writing simple resumes.
Learn the secrets behind succeeding in this in-demand career.
The work is plentiful … the pay scales are generous and the competition is scarce!
Get the answers to the hundreds of questions and concerns commonly asked in specific, step-by-step details.
Use this eight-step plan to make the leap from aspiring copywriter to professional copywriter this year.
Let your fellow AWAI members show you firsthand the easiest, most powerful way to land your first client … BEFORE you finish the program.
Writing for the web is a huge opportunity for copywriters. Let web expert Nick Usborne show you how to write blockbuster web copy in record time … even if you're a complete internet “rookie”!
It’s an opportunity to make $50,000, $75,000, $100,000 a year or more … working just a few hours a day.
A once complicated profession is now something you can do on a standard computer – even if you have little or no “artistic” ability.
It’s one thing to have a website. But if your website can’t be found by the search engines, it may as well not exist.
The Internet creates new income possibilities every day. The biggest among them: online video marketing.
Get the very techniques top-performing copywriters use to rattle off one groundbreaking control after another.
In his new book, Michael Masterson teaches you his very own formula for powerful persuasion and how to apply it to direct mail sales letters as well as online promotions.
Guest, Leave a Reply
Please Note: Your comments will be visible by everyone.