This presentation is from the 2010 Digital Exchange (DEX) Meeting. DEX is open to members of PODi - www.podi.org.

1. Copywriting for Cross Media
Presented by Kate Dunn,
Digital Innovations Group (DIG)

2. Success is based on…
• #1 – there must be something to sell
– An idea, product or service that is
remarkable in some way
• And then…
– 40% list
– 40% offer
– 20% creative

3. Before You Start…
• Who is your
audience?
Develop personas
• What do you want for your different
them to think? segments to put
yourself in their
• What do you want shoes!
them to do?
• How will they do it?

4. Components
• Call to Action
• Wiifm
– Identify the pain & fix
– Know the difference between features, advantages Be
and benefits
– How does your solution make life easier for your Relevant!
contact?
• Reason to trust
– Testimonial, award, guarantee - make it stand out
• Offer
• Response method(s)
• Call to action

5. Streamline your copy
• Get to the call to action quick & repeat it
• 45% white space
– Split up paragraphs with more than 3 lines
– Large blocks of copy are intimidating
– Use sub heads, bullets, bolding, underlines
and color blocks to organize copy
Average time to get reader’s
attention is only 1.3 seconds!

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7. Headlines
• Make it powerful, make it pop
• Center around a goal or benefit
– Find Qualified Prospects Fast!
– Track Results and Increase ROI!
– Eliminate Waste and Increase Response!
– Take Your Viewbook Digital!
– Use absolute terms if you can
• Good: "7 Ways to Decrease Your Debt,”
• Better: "7 Ways to Eliminate Your Debt."

8. Encourage Response
• Action oriented
– Call now, act now, start now etc
• Use clear instructions for response
• Fonts matter, respect your audience

9. WIIFM
• Think: Their benefits, not your product’s
features
• Don’t talk about what you have, talk
about what they will get.
– Use second person:
– Wrong: ”Our web to print solution can improve your bottom
line..." (this is about your tools)
– Right: "You can generate more sales and cut costs..." (this is
about the reader)

10. Describe in Active Terms
• Wrong: ”Learn how our tools can really
improve your bottom line…”
• Right: “Start raking in more revenues
and slashing costs today…”

11. Action, Action, Action
• Wrong: "Our product is used by more
than 20 distributors in the northeast.”
• Right: “Other manufacturers are already
using the Acme W2P Solution to
increase dealer participation and
growing revenue.”

12. Use Testimonials for Credibility
• Use relevant companys that reader can identify with
• Use tangible statements
– Wrong: “We love working with ABC Litho.” Jim Smith,
Acme Manufacturing
– Right: “We’re seeing double digit response rates from
ABC Litho’s lead generation system” Jim Smith, Acme
Manufacturing
• Be specific
– Not award winning but…
– Inc. Magazine Named the KateKar, the 2009 Product of
the Year
• Repeat the guarantee on the response device

13. Offers
• Relevant
• Free offers get response, but not
necessarily qualified response
• Make them simple to understand
• Always include an expiration date
– Give them a reason to do it now!

14. Business to Business Offers
Optimum
Offer Responsiveness (1-5) Qualified(1-5)
Offers
ROI calculators 3 5 15
Whitepapers/ Guides 3 4 12
Case studies 4 3 12
“Relevant” giveaways 4 3 12
Video clips or demo 4 3 12
Webinars 2 5 10
Live events 1 5 5
Free giveaways 5 1 5
Tradeshows 2 2 4

15. Response Mechanisms
• Power position on page
• Make it easy to respond
– Pre-populate BRC
– Memorable URLs
– Readable fonts on phones
• Don’t use phones if they aren’t available 24/7

16. With PURLS or GURLS
• Place in power position
• Readable font
• Repeat URL throughout the piece
• Use color blocks to highlight
• Make it memorable
• Keep it short
– Longer URL, use upper and lower case

17. Effective use of Personalized URL

18. Effective Use of Personalize URL

19. Emails
• Subject lines
– Short and punchy, can truncate after 30 characters
– Wrong: DIG Announces New Services for Printers
– Right: Slash Payroll and Improve Customer Service
• Include the response url early and above the fold
– Use image and text links
• Headlines can work here too
– Not the same as a subject line, build on the subject line
• Get to the point quickly
• Interesting but not fluffy
• Use subheads and bullets in longer emails

20. Landing Pages
• Keep the style of the referring page
• Use a clear call to action
• Second person
• Deliver a clear, concise message
• Stay on point
– Keep a single objective
• Key points at the beginning of paragraphs
– People read the beginning and end before the middle
• Remember the fold – nothing important below the fold!
• Ask only what you need (and will use)
– Long forms are intimidating
Source: Seal the Deal: 10 Tips for Writing the Ultimate Landing
Page, Roberta Rosenberg

21. The Thank You
• Not just a Thank You
• Critical campaign pieces
• Use to nurture or redirect
• Include links to tell you more

22. Messaging Continuity
• Ensure a “common thread”
– Social Media
– Website
– Newsletters
– Magazines
– Other campaigns
– Etc.
• Copy should match the channel

23. General Writing Tips
• No Hedging
– Wrong: Since the recession began almost all of our families have faced at
least some financial challenges.” The hedges are “almost all” and “at
least.”
– Right: “Since the recession began our families have faced financial
challenges.”
• Repeat Key Phrases
– But not too much
• Avoid passive voice
• Provoke, don’t solve
• Use short sentences
– Especially in email and landing pages
• Get rid of unnecessary adjectives
• Be direct
• Tell a story
• Write like you talk
Source: 10 Secrets to More Magnetic Copy, Jason Cohen

24. Kate’s Keys
• Minimize your objectives
• Use succinct, action oriented copy
• Digital real estate is cheaper than print
• Test headlines, subject lines and offers
• Use thank you pages and emails to nurture
Less is more!