Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

CHAPTER 7

LEARN FROM MAGAZINES WHILE THEY STILL EXIST . . .

There is a reason why People magazine is the most popular magazine of all time. Year after year, in good times and in bad, including the recent “Great Recession,” People always maintains or grows in circulation. What's more, People generates the largest number of ad pages of any magazine in the world.

You can translate the success of People to your everyday marketing efforts, including brochures and other promotional materials, by utilizing the following four simple steps:

1. Use pictures of real people.
2. Use captions—always.
3. Write concisely; this is not a government report.
4. Leave plenty of white space on every page.

People magazine uses real people and so should you. For instance, showcase ...