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. Elemen...
1. IT’S ALL ABOUT YOU@pgillin
Who’s Your Reader? We don’t mean demographics. We mean:              Motivations              Fears              Passio...
@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 ...
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               ...
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....
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...
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?@pg...
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     Twitte...
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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 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

  1. 1. 7 Online PublishingTricks You Can LearnFrom RedbookPaul Gillin@pgillinpaul@gillin.com
  2. 2. @pgillin
  3. 3. 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
  4. 4. 1. IT’S ALL ABOUT YOU@pgillin
  5. 5. 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
  6. 6. @pgillin
  7. 7. 2. BASER INSTINCTS@pgillin
  8. 8. 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
  9. 9. Fear is Powerful Motivator@pgillin
  10. 10. So is Acceptance@pgillin
  11. 11. 3. WHO DO YOU WANT TO BE?@pgillin
  12. 12. Beautiful People The images in Redbook illustrate the people their readers want to be, not who they are.@pgillin
  13. 13. Always Feeling Good Redbook’s iconic people are happy even when they’re in pain@pgillin
  14. 14. ExceptWhen YouDon’t WantGoodFeelings@pgillin
  15. 15. 4. MANY POINTS OF ENTRY@pgillin
  16. 16. @pgillin
  17. 17. Visual Points of Entry Even mundane stock photos can be used to grab the browser’s attention. Keep them relevant, though.@pgillin
  18. 18. 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
  19. 19. 5. ELEMENT OF SURPRISE@pgillin
  20. 20. @pgillin
  21. 21. Big images are attention- grabbers. Zoom in!@pgillin
  22. 22. About half of Redbook’s content is advisory. The magazine is constantly asking its readers… 6. HOW CAN I HELP?@pgillin
  23. 23. Points of entry@pgillin
  24. 24. Asked andAnsweredQ&A interviews areone of the mosteffective ways toorganize andcompartmentalizeinformation.@pgillin
  25. 25. List Mania As formulaic as “top 10” lists and self-tests have become, they work.@pgillin
  26. 26. 7. TELL STORIES@pgillin
  27. 27. Who’s the“our” and“we” in thisarticle?Doesn’tmatter. First-personaccountsspeak inhuman terms.@pgillin
  28. 28. Use First Person@pgillin
  29. 29. Thank you! Paul Gillin Site: gillin.com 508-656-0734 Blog: paulgillin.com paul@gillin.com Twitter: pgillin

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