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Seven Online Publishing Tricks You Can Learn From Redbook
 

Seven Online Publishing Tricks You Can Learn From Redbook

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Content marketing is all about grabbing the audience with compelling, well-packaged content, and then drawing people in to learn more. The problem is that we’re all competing with lots of other ...

Content marketing is all about grabbing the audience with compelling, well-packaged content, and then drawing people in to learn more. The problem is that we’re all competing with lots of other sources for that precious slice of the reader’s attention span. How do you stand out from the crowd?

One industry has been dealing with these problems for decades: consumer magazine publishers. The people who produce Redbook, Cosmo, Woman’s Day, People and other newsstand staples are experts at enticing people in supermarket checkout lines to buy copies and become subscribers. The tricks they use to grab and keep attention are every bit as relevant online as they are in print – even for B2B companies.

Paul Gillin dissects a copy of Redbook magazine and reveals the subtle techniques publishers use to turn passers-by into buyers.

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    Seven Online Publishing Tricks You Can Learn From Redbook Seven Online Publishing Tricks You Can Learn From Redbook Presentation Transcript

    • 7 Online PublishingTricks You Can LearnFrom RedbookPaul Gillin@pgillinpaul@gillin.com
    • @pgillin
    • The Magnificent Seven 1. It’s All About You 2. Baser Instincts 3. Who Do You Want to Be? 4. Points of Entry 5. Elements of Surprise 6. How Can I Help? 7. Tell Stories@pgillin
    • 1. IT’S ALL ABOUT YOU@pgillin
    • Who’s Your Reader? We don’t mean demographics. We mean:  Motivations  Fears  Passions  Goals  Self-Image  Needs You can’t communicate  Desires effectively with an audience you don’t know. Visualize your reader.@pgillin
    • @pgillin
    • 2. BASER INSTINCTS@pgillin
    • Stuff You’ve Gotta Know The overriding message is that if you don’t read this magazine, you’ll be unhappy, ugly and lousy in bed.@pgillin
    • Fear is Powerful Motivator@pgillin
    • So is Acceptance@pgillin
    • 3. WHO DO YOU WANT TO BE?@pgillin
    • Beautiful People The images in Redbook illustrate the people their readers want to be, not who they are.@pgillin
    • Always Feeling Good Redbook’s iconic people are happy even when they’re in pain@pgillin
    • ExceptWhen YouDon’t WantGoodFeelings@pgillin
    • 4. MANY POINTS OF ENTRY@pgillin
    • @pgillin
    • Visual Points of Entry Even mundane stock photos can be used to grab the browser’s attention. Keep them relevant, though.@pgillin
    • Textual Points of Entry When you don’t have images to work with, text can be used to add visual variety and catch the eye. With at least eight different fonts and sizes on this page, the risk is looking chaotic, but the style fits with Redbook’s energetic design@pgillin
    • 5. ELEMENT OF SURPRISE@pgillin
    • @pgillin
    • Big images are attention- grabbers. Zoom in!@pgillin
    • About half of Redbook’s content is advisory. The magazine is constantly asking its readers… 6. HOW CAN I HELP?@pgillin
    • Points of entry@pgillin
    • Asked andAnsweredQ&A interviews areone of the mosteffective ways toorganize andcompartmentalizeinformation.@pgillin
    • List Mania As formulaic as “top 10” lists and self-tests have become, they work.@pgillin
    • 7. TELL STORIES@pgillin
    • Who’s the“our” and“we” in thisarticle?Doesn’tmatter. First-personaccountsspeak inhuman terms.@pgillin
    • Use First Person@pgillin
    • Thank you! Paul Gillin Site: gillin.com 508-656-0734 Blog: paulgillin.com paul@gillin.com Twitter: pgillin