Giant-Size Marvel Triple Action #1 was a 1975 reprint book that collected stories from mid-’60s issues of The Avengers, Daredevil, and Strange Tales. You wouldn’t think much could be learned from the cover of such a recycled Marvel comic. But there was always something more to be learned from Stan Lee.

Take a look at the preliminary cover to the left, and compare it with the published cover on the right. Notice anything different?

Aside from noting the obvious differences—color vs. black and white, a penciled word balloon and caption—take a look at Giant-Man’s face. Doesn’t he look fiercer in the printed version? How do you think he got that way?

Stan, of course!

In the memo to Len Wein that came attached to the preliminary cover, Stan gave a crash course in how to create a compelling cover.

About those scribbles on the cover, Stan wrote, among other things:

“Always look for, and try to recognize, these so-called ‘dead areas.’ By livening them up, either with addl. artwork, or zippy copy, you can often add a helluva lot more excitement to a cover. It’s one of the things that always gave, and will give us an edge over the competish.”

But—oh, no!—I now see that the “Avengers Assemble!” exclamation Stan asked for wasn’t added. Watch out, Len! If Stan finds out you ignored his request, he’ll come gunning for you! He doesn’t believe in the statute of limitations!

Luckily, Len did make sure that some of the heroes’ expressions were tweaked, based on Stan’s other comment:

I’ve told this to all our staff a million times over the years, but it can’t be mentioned too often. It’s VITALLY important. Often a story that seems dull could seem twice as exciting with more excitement being registered by the characters. Always look for, and try to remedy, such situations.”

There’s more detail in the memo itself, which I advise you read in full. After all, you wouldn’t want the competish to get the upper hand!