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Welcome to the DMA’sCreative Certification Course         Part Two    Creative Rules  that Work for Print  Thurs., Oct 18,...
Our goals    • Share the key drivers of both effective direct      mail and print advertising    • Show you how to create ...
Certificate Section 2:     How to Get      The Best     Print Work3
How to Evaluate        Space      Advertising4
Space advertising is more challenging    than most realize        • Designers, in particular, like to create bold         ...
7 handy points for keeping    your space advertising creative on track6
Point 1:    The best visuals are the things          your customer is         most interested in.7
Don’t bother showing prospects something   that impresses you and your peers.         You’re not the customer.    Find out...
Does this make you want to buy            a big screen TV?    What would inspire YOU to buy a big screen TV?9
Maybe this?10
$500 savings Saturday or this?                                          From 10 am to 1 pm                  Super DUPER Bo...
Lands’ End promises          more than        just warmth…     They use photography that really     says ‘soft’ and use a ...
For a traveler looking for beauty and solitude…                          Saying something negative about                  ...
What if that same traveler sees this ad?                       Why does this ad have so much more                       ap...
Point 2:       Your customers are looking     for answers to their problems.     The more convoluted or arty             y...
Which Vacuum ad draws in more customers?                         This one… or….16
… or this one?     • Mr. Oreck is a     personification of their     BRAND     • What makes this guy so     appealing?    ...
Dell tells us some good news                   … PLUS you feel like they’re                   just like you –             ...
You can almost hear OOHs and AAHs…                        Who wouldn’t want a                        product that, in     ...
Lands’ End gives us more good news                          The promise to a                          road warrior that   ...
A promise of more sales… in less space                     This company makes “Beer Salt” –                     which is p...
Point 3:     Take them by surprise…          intrigue them!     But again, make sure it’s     interesting to the reader22
Does this make you curious?                  Insurance advertising is                  rarely surprising or               ...
How to get someone to consider avacation in freezing cold Churchill, Canada                      The more specific you are...
Humor can be risky but …                 The target audience is                 someone who would use                 Adob...
If you’re a media       buyer, this kooky     scenario would stop      you in your tracks     This ad’s point: Anyone —   ...
Point 4:        “The Prospect as Hero”     Use an ad to show the reader     how they, too, can be the hero      in their w...
Want to be a hero, like Sam?                   Who wouldn’t like to save                   their company or client        ...
Dad will love it – and love you more!                        This tiny space ad sells ice                        cream for...
Copy and image        show our       prospect as         a hero     Here’s how to say ‘The     new Anritsu Site Master    ...
Point 5:          Take a service or other         ‘hard to explain’ product     from obscure to something your         pro...
What are they telling us, and do we care?                         Eyecatching? Yes.                         Relevant? No. ...
Product that’s hard           to define?     Tell the story simply     When telling about a software     system that enabl...
Another story – and an ad that worked                       This guy used B&B Electronics                       wireless c...
A story of how we almost lost our way…     Xtime is the developer of a highly comprehensive customer     service system fo...
How could we tell operations managers           that this unique service is       exactly the solution they’ve been       ...
Brainstorm.                              “Xtime is like…”                                   When you have Xtime,          ...
A concept was chosen and we forged ahead                             The pit crew concept                             was ...
But then, just in time, someone spoke up…        We put on the brakes and decided that the ad        really could wait ano...
We got ourselves a winner                  This final ad is inspired by                  the life of the fixed            ...
Point 6:     Size may not matter     as much as you think41
Small space ads can pack a punch              • A $70 piece of jewelry with natural chakra stones              strung on b...
Small space ads can pack a punchWith tiny space ads, one bigidea is essentialOn the far right:see which ad designs do best...
How a few small space ads can dominate a spread44
Two 1/3 page ads and two 1/8 page ads45
Exploring new       print media?     • Put your toe in the water     with ads in a ‘marketplace’     or ‘directory’ in tha...
Point 7:        An offer is part of     every successful effort –      even space advertising47
This ad is almost ALL offer                    Rumored to be the                    most successful                    spa...
Lead with the offer, blow the doors off                              Sweeps offers                              generate e...
Offers create a reason to       start a conversation                 The offer is a FREE solutions                 kit tha...
The offer in this ad -                Avoid discounting your product –                instead add value as they have      ...
Don’t hide your offer                             • People miss                             offers that are               ...
Tacky? Or effective?                                     • Beauty contest                                     winner, or g...
To this market, here’s the ultimate offer                            This ad sells Praise and Worship                     ...
Anyone here doing space ads?             If time, we can do some quick critiques…     ‘7 points for space advertising ’ qu...
Questions?            Be sure to ask me for a FREE CD            About how to make your email work            harder and p...
Time for     Alan Rosenspan!57
Key Driver #1     IT MUST BE     OFFER-CENTRIC58
Offer-Centric?     • In most cases, it is more effective to sell the       offer – not the product     • The direct mail p...
60
Prior mail “controls” • None of these had an offer61
New controlby CWL TEAM     A DM packageWe were not able to talk them into an        offer62
Next controlby CWL TEAM     A DM self-mailer     tested with and     without an offer.But the offer sucked.63
“Offers don’t work for us” Correction: bad offers don’t work. Or Offers don’t work if the audience is wrong/ Mailing list ...
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Key Driver #2     IT MUST BE     ALL ABOUT BENEFITS68
“The customer or prospect doesn’t      give a damn about you, your company                or your product.     “All that m...
Determine your main benefit     • Definition of feature and benefit        • A feature is what your product is or does    ...
Why does anyone buy these products?       Product:                  Product:         Gasoline                  Washing Pow...
You can turn almost        anything     into a benefit(How about the high price of a Porsche?)
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The Incredible Pencil Test  How many features andbenefits can you think of for  an ordinary #2 pencil?
Ranking your benefits    Is it unique?    Is it important to your market?    Is it believable?    Is it a personal ben...
Key Driver #3     IT MUST     ADD VALUE78
If the only time I ever hear from your company    is when you want to sell me something…      …then I’m not sure I want to...
•   Add valuable information•   Add tips or advice•   Add something that helps them•   Add something they didn’t expect•  ...
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Turn your direct mail package    into a fortune cookie   Something that people just      can’t wait to open
Key Driver #4     IT MUST     HAVE URGENCY92
And in this uncertain economy…    People are deferring purchase decisions     Why do I need it has become:     Why do I n...
Create urgency now!    Tell people what will happen if they don’t respond    Give them a deadline…    Use urgent langua...
95
Psychology studies show…People are more motivated by fear of loss      than by the prospect of gain96
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Key Driver #5     IT MUST     BE TARGETED98
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How to Evaluate        Direct Mail104
Choosing the right format• Choice of formats:   • Boxes   • Self-mailers   • Postcards   • Letter packages• Testing is ess...
Self mailers     Why do so many companies use them?       Easy to do, less work       More graphic, more fun       Usu...
Postcards can pull     They must be visually-oriented     They must be single-minded – almost like a tiny      billboard...
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Carol’s favorite postcard:      the ‘don’t let this happen to you’ approach!                                       • For a...
You can Bet on a Box • It has a 100% opening rate • It gets a lot of attention - almost like a gift • It forces you to be ...
…if you do use a box     Your company name must be prominent     Nothing perishable or fragile – unless that’s      the ...
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A slight diversion by Carol…about      dimensional packages  • “They” say that boxes ONLY work for B2B –    that it’s too ...
Finding our way to the big idea…                     • Isuzu was introducing a line of vehicles                        und...
Isuzu Ironman dimensional package                                                           • Highly cost                 ...
One more: anamazing ideafor a box pkg.A collapsible boxthat slips underthe door…“Breaking into yourapartment may beeasier ...
Back to Alan:              The Letter Package• Elements include:   • Outer envelope or OE   • Letter - usually personalize...
The Outer Envelope      If this fails, everything      inside the package      is wasted…124
The Outer Envelope • First job is to gain the attention of the recipient • First exposure to offer or main benefit • Give ...
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Choosing the right envelope• Paper stock can be important   • Direct mail is a tactile medium• Consider vellum, see-throug...
10 Proven Envelope Techniques            1. State the main benefit                 2. State the offer            3. Tell t...
The Letter      The only form of      advertising you will      ever read or ever write      that always starts with      ...
The Letter• This is, by far, the most important part of the  package.• According to research done by Ogilvy & Mather, it  ...
The Most Successful Piece of      Advertising in    Advertising History
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How should a letter look?
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7 Letter Techniques 1. Use a Johnson box 2. Start with a killer opening...      Put news in it      Show ’em you Know ’em ...
Write the way people talk147
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Write to just one person…152
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Yale University Study          The 12 Most Persuasive Words             in the English Language         You              ...
How to evaluate a letter• Count the number of “you’s”• Are you proud of it? Would you sign it?• Would you respond to it?• ...
The      Brochure      The best place      to visualize      your benefits…156
Building Better Brochures     “The letter sells, the brochure tells.”     Evelyn Woods should have been a direct      ma...
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The Role of the Brochure • Provides detailed information • Can include testimonials and clients lists • Can be used as an ...
7 Ways to Improve Your Brochure 1. Put your strongest benefit on the cover 2. Make your headlines benefit-oriented and spe...
Headlines are critically important     80% of people read them and nothing else     They must include your main benefits...
Photography is almost always better               than illustration               – but charts rule164
The most popular newspaper in the USA...165
Art Direction, Design & Typography     The goal of good direct marketing design should be to attract the      attention o...
When a designer uses       reversed out copy it simply means they don’t  have confidence that the  big idea will carry the...
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The      Reply Device      Where the rubber      meets the road172
The Reply Device  • Why do you need one?  • Why can’t we just send people to the web?      • Tracking can be an issue     ...
BRE or BRC?  What kinds of information do people  regard as “private?”  __________________________________________________...
How to improve your reply device • Give people a “Yes” or “No” option    • ….but don’t be too clever • Consider an involve...
The      Lift Note      Every little      bit helps176
The Lift Note • Can “lift” response an average of 10% over regular   response rate for that package. • Write in a differen...
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The      Involvement      Device      Will another      three seconds      really      make a difference?179
5 Proven Involvement Devices      1.   Use a sticker – Yes/No or with an offer      2.   Have them lift the sticker to rev...
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What’s next?      Part 3: Digital Creative that              Engages Customers      Oct 18 (today), 12:30pm - 2:45pm185
Direct marketing creative requires a       tenacious spirit — perseverance!  • “All the performances of human art, at whic...
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Creative rules-that-work

  1. 1. Welcome to the DMA’sCreative Certification Course Part Two Creative Rules that Work for Print Thurs., Oct 18, 2012 ; 8:30am - 12:00pm Presented by Alan Rosenspan & Carol Worthington-Levy
  2. 2. Our goals • Share the key drivers of both effective direct mail and print advertising • Show you how to create more effective print advertising • Show you how to improve every element of the direct mail package – from format to letter copy2
  3. 3. Certificate Section 2: How to Get The Best Print Work3
  4. 4. How to Evaluate Space Advertising4
  5. 5. Space advertising is more challenging than most realize • Designers, in particular, like to create bold visual statements in space ads • But - If the customer has to think for more than a moment, the message won’t get through… no matter how flashy you are • In a matter of seconds, you can lose them… or you can reel them in!5
  6. 6. 7 handy points for keeping your space advertising creative on track6
  7. 7. Point 1: The best visuals are the things your customer is most interested in.7
  8. 8. Don’t bother showing prospects something that impresses you and your peers. You’re not the customer. Find out what your customer loves.8
  9. 9. Does this make you want to buy a big screen TV? What would inspire YOU to buy a big screen TV?9
  10. 10. Maybe this?10
  11. 11. $500 savings Saturday or this? From 10 am to 1 pm Super DUPER Bowl Stop in Saturday morning and see the clearest most exciting screen definition EVER—on the Sony 80-inch. Plus we’re taking $500 off the price, for 3 hours ONLY. Buy it Saturday by noon, we deliver it Saturday night. Then, on Sunday, watch the game with your lucky, envious friends. It’s better than being on the field. And it’s sure as hell better than freezing on the top row of the stands. FREE DELIVERY Jack’s TV and Electronics Saturday night 12345 James Lane When you order by noon 800-543-8765 on Saturday11
  12. 12. Lands’ End promises more than just warmth… They use photography that really says ‘soft’ and use a phrase that tells us that it’s exquisite without saying that. And we want this sweater.12
  13. 13. For a traveler looking for beauty and solitude… Saying something negative about your product or service does not sell it well! The great outdoors shouldn’t look gray and barren Monochromatic ads/subdued color is more likely to be ignored PS – who would struggle to read this ad? Hint: Comprehension of a written message is reduced to only 10% when the type is reversed-out sans serif type13
  14. 14. What if that same traveler sees this ad? Why does this ad have so much more appeal? • It’s more colorful, a really eye- catching presentation • The fire and little tent look so inviting BUT… Some of their effort is wasted How many of you see the idea they wanted to get across? Is it a pretty nice ad even without that? Subtlety is often wasted in space advertising14
  15. 15. Point 2: Your customers are looking for answers to their problems. The more convoluted or arty you make it, the less they’ll ‘get it’15
  16. 16. Which Vacuum ad draws in more customers? This one… or….16
  17. 17. … or this one? • Mr. Oreck is a personification of their BRAND • What makes this guy so appealing? • Why would someone read all this copy? • What’s in it for the reader?17
  18. 18. Dell tells us some good news … PLUS you feel like they’re just like you – “THANK GOODNESS It only looks expensive.” You like Dell a little more because of this ad.18
  19. 19. You can almost hear OOHs and AAHs… Who wouldn’t want a product that, in moments, turned them from hostess to hero? Pepperidge Farm is ‘winking’ as they’re giving you the solution to the ‘what will I serve my special guests for dessert?’ question19
  20. 20. Lands’ End gives us more good news The promise to a road warrior that they’ll always look their best, with little to no effort20
  21. 21. A promise of more sales… in less space This company makes “Beer Salt” – which is popular with the Latino beer enthusiasts. With this product next to the cash register, a 7-ll can triple their beer sales. (The display is so small, it fits there easily!) No need to educate them about beer salt – just show them that this is the road to profitability! Offer!21
  22. 22. Point 3: Take them by surprise… intrigue them! But again, make sure it’s interesting to the reader22
  23. 23. Does this make you curious? Insurance advertising is rarely surprising or engaging But with a headline like this, you can’t help but be drawn in to find out what Liberty Mutual has to say23
  24. 24. How to get someone to consider avacation in freezing cold Churchill, Canada The more specific you are to your audience, the less you have to tell them, and the more interested they’ll be in your ad Note – no explanation of what a Tundra Buggy is. None needed. Let’s go see the Polar Bears!24
  25. 25. Humor can be risky but … The target audience is someone who would use Adobe Photoshop to make changes in photos This un-subtle approach immediately shows the benefit and fun of Photoshop25
  26. 26. If you’re a media buyer, this kooky scenario would stop you in your tracks This ad’s point: Anyone — even a bride heading down the aisle — won’t be able to resist looking at your advertising on the ROVI TV schedule!26
  27. 27. Point 4: “The Prospect as Hero” Use an ad to show the reader how they, too, can be the hero in their workplace or home … if they follow your advice!27
  28. 28. Want to be a hero, like Sam? Who wouldn’t like to save their company or client $23,000 in postage? What would their boss say? Would their client be happy? If we can get our prospect thinking in those terms, we have their attention28
  29. 29. Dad will love it – and love you more! This tiny space ad sells ice cream for father’s day Another ‘prospect as hero’ approach29
  30. 30. Copy and image show our prospect as a hero Here’s how to say ‘The new Anritsu Site Master lasts all day without recharging... Just like you.’30
  31. 31. Point 5: Take a service or other ‘hard to explain’ product from obscure to something your prospect can relate to – and hear the phone ring with new business!31
  32. 32. What are they telling us, and do we care? Eyecatching? Yes. Relevant? No. Plays on words and visual tricks don’t tell people who you are or why they should talk to you “The ones who need us know who we are” is a cop-out32
  33. 33. Product that’s hard to define? Tell the story simply When telling about a software system that enables someone to see dozens of other systems simultaneously, it’s easy to find examples… Jugglers Lion tamers But why go there? Show them the benefit.33
  34. 34. Another story – and an ad that worked This guy used B&B Electronics wireless components and consulting to reconnect communications between two buildings without digging out the parking lot Hats off to Otis Maxwell who wrote that this wireless system ‘saved his asphalt.’ We all love a good story, with a hero at the end34
  35. 35. A story of how we almost lost our way… Xtime is the developer of a highly comprehensive customer service system for auto dealerships Unlike other services that have some customer service pieces, Xtime has it all in one convenient package… Customer histories at their fingertips. No more ‘robocalls’ to frustrate customers. No more wasted money on mailers for service they don’t need. No more question of whether the parts are in. No more customers wondering when their service will be done. Xtime handles it all and more.35
  36. 36. How could we tell operations managers that this unique service is exactly the solution they’ve been looking for?36
  37. 37. Brainstorm. “Xtime is like…” When you have Xtime, it’s like you have hired the world’s best customer relationship manager, on call 24/7 Xtime’s multi-pronged system of service is likeXtime is like a finely tuned pit your own service bay,crew in Nascar… where each where you have expertsworker is expert in what they for each need, alldo, fast and true. They help working togetheryou to win the competition formore customers37
  38. 38. A concept was chosen and we forged ahead The pit crew concept was chosen… Because it was colorful and seemed like a winning idea But this was not really the most intelligent solution. How do you stop a moving train? Sometimes you just have to step out of the way…38
  39. 39. But then, just in time, someone spoke up… We put on the brakes and decided that the ad really could wait another month or two so it would be the right communication We went to work again…39
  40. 40. We got ourselves a winner This final ad is inspired by the life of the fixed operations manager Everyone wants him to solve all of their problems He is seeking a way to reduce the post-it notes on his computer monitor and make everyone happy This ad has been running for months now – it is doing its job well40
  41. 41. Point 6: Size may not matter as much as you think41
  42. 42. Small space ads can pack a punch • A $70 piece of jewelry with natural chakra stones strung on black jeweler’s cord. • A shoestring budget • Choose the market who is likely to buy it — affluent, open-minded individuals. Aim directly and fire. • Small ads: 2.25 x 4.125 in. A 6-ad set in New Yorker, run every other month Sold out in 6 months. Profit was in six figures. Website? It was there but most customers just bought directly from this ad Note – even in tiny ad, there’s an offer See the website with the cool magnifying glass function at http://chakranecklace.com/42
  43. 43. Small space ads can pack a punchWith tiny space ads, one bigidea is essentialOn the far right:see which ad designs do bestin the small spaceenvironment: simple, evenblack and whiteThe worst performers:photos of art, lots of color,reversed out type43
  44. 44. How a few small space ads can dominate a spread44
  45. 45. Two 1/3 page ads and two 1/8 page ads45
  46. 46. Exploring new print media? • Put your toe in the water with ads in a ‘marketplace’ or ‘directory’ in that publication • Watch to see who runs again and again – they are the ones for whom the ad space is working • Which ads attract our attention first?46
  47. 47. Point 7: An offer is part of every successful effort – even space advertising47
  48. 48. This ad is almost ALL offer Rumored to be the most successful space ad Intuit ever ran for Quickbooks How do they know? It has an offer.48
  49. 49. Lead with the offer, blow the doors off Sweeps offers generate excitement Attention-grabbers If media is well targeted, you get many more names of interested prospects You get more dead wood too but it can pay off49
  50. 50. Offers create a reason to start a conversation The offer is a FREE solutions kit that is useful for anyone in this business The free consultation will get less response, but it still opens a door50
  51. 51. The offer in this ad - Avoid discounting your product – instead add value as they have with this triple bonus51
  52. 52. Don’t hide your offer • People miss offers that are hidden. • Use a banner. Use a burst. Do anything to make sure the offer is clear52
  53. 53. Tacky? Or effective? • Beauty contest winner, or great ROI? FREEBenchmark Study $200 value53
  54. 54. To this market, here’s the ultimate offer This ad sells Praise and Worship tapes in a continuity series, to active Christians The offer is a tape that is not sold anywhere – it is only available through this offer54
  55. 55. Anyone here doing space ads? If time, we can do some quick critiques… ‘7 points for space advertising ’ quick reminder list 1. Relevant visuals 2. Solve a problem for your prospect 3. Surprise or intrigue them 4. The Prospect as hero 5. Take on a new way to explain a complex or abstract product or service 6. Size tests and trial runs 7. Offer in the ad55
  56. 56. Questions? Be sure to ask me for a FREE CD About how to make your email work harder and perform better!56
  57. 57. Time for Alan Rosenspan!57
  58. 58. Key Driver #1 IT MUST BE OFFER-CENTRIC58
  59. 59. Offer-Centric? • In most cases, it is more effective to sell the offer – not the product • The direct mail package and the print ad should be all about the offer • “Wait, there’s more…” • • • No one will ever wait59
  60. 60. 60
  61. 61. Prior mail “controls” • None of these had an offer61
  62. 62. New controlby CWL TEAM A DM packageWe were not able to talk them into an offer62
  63. 63. Next controlby CWL TEAM A DM self-mailer tested with and without an offer.But the offer sucked.63
  64. 64. “Offers don’t work for us” Correction: bad offers don’t work. Or Offers don’t work if the audience is wrong/ Mailing list is bad Is a cheap electric BBQ fork that’s been out on the market for a few years a good offer? Ecchh! NEXT slide: the offer that won (Thanks to Alan!)64
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  68. 68. Key Driver #2 IT MUST BE ALL ABOUT BENEFITS68
  69. 69. “The customer or prospect doesn’t give a damn about you, your company or your product. “All that matters is ‘What’s in it for me?’” — Bob Hacker69
  70. 70. Determine your main benefit • Definition of feature and benefit • A feature is what your product is or does • A benefit is what it does for the user • Advertisers sell features; people buy benefits • All benefits are not created equal70
  71. 71. Why does anyone buy these products? Product: Product: Gasoline Washing Powder Features: Features: Poisonous, Powdery, granular, smelly, comes in a box, expensive. poisonous. Benefit: Travel! Benefit: Clean clothing (You’ll feel clean and fresh)71
  72. 72. You can turn almost anything into a benefit(How about the high price of a Porsche?)
  73. 73. 74
  74. 74. 75
  75. 75. The Incredible Pencil Test How many features andbenefits can you think of for an ordinary #2 pencil?
  76. 76. Ranking your benefits Is it unique? Is it important to your market? Is it believable? Is it a personal benefit?77
  77. 77. Key Driver #3 IT MUST ADD VALUE78
  78. 78. If the only time I ever hear from your company is when you want to sell me something… …then I’m not sure I want to hear from your company
  79. 79. • Add valuable information• Add tips or advice• Add something that helps them• Add something they didn’t expect• Add entertainment
  80. 80. 85
  81. 81. Turn your direct mail package into a fortune cookie Something that people just can’t wait to open
  82. 82. Key Driver #4 IT MUST HAVE URGENCY92
  83. 83. And in this uncertain economy… People are deferring purchase decisions Why do I need it has become: Why do I need it now?93
  84. 84. Create urgency now! Tell people what will happen if they don’t respond Give them a deadline… Use urgent language Consider a fast 50… but never honor it94
  85. 85. 95
  86. 86. Psychology studies show…People are more motivated by fear of loss than by the prospect of gain96
  87. 87. 97
  88. 88. Key Driver #5 IT MUST BE TARGETED98
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  93. 93. How to Evaluate Direct Mail104
  94. 94. Choosing the right format• Choice of formats: • Boxes • Self-mailers • Postcards • Letter packages• Testing is essential• Change is good105
  95. 95. Self mailers  Why do so many companies use them?  Easy to do, less work  More graphic, more fun  Usually cheaper  When to consider a self-mailer  A simple message or offer  As part of a continuity program  When you have no time  When you have many classes or seminars  When you expect a low response rate  unqualified list  If you do decide to use a self-mailer…  Be careful about the BRC  Test against it106
  96. 96. Postcards can pull  They must be visually-oriented  They must be single-minded – almost like a tiny billboards  Use them strategically  Use unusual size or shape postcards  www.shipshapes.net107
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  101. 101. 112
  102. 102. Carol’s favorite postcard: the ‘don’t let this happen to you’ approach! • For a proofreading service113
  103. 103. You can Bet on a Box • It has a 100% opening rate • It gets a lot of attention - almost like a gift • It forces you to be creative • It will be the most memorable mailing the person receives that day • It doesn’t matter what you put in the box…114
  104. 104. …if you do use a box  Your company name must be prominent  Nothing perishable or fragile – unless that’s the point  Don’t just do half the job – include a letter, a reply device, a strong offer….115
  105. 105. 116
  106. 106. 117
  107. 107. 118
  108. 108. A slight diversion by Carol…about dimensional packages • “They” say that boxes ONLY work for B2B – that it’s too expensive for consumer mailing… • Here is an exception to that rule • It also brings up the old adage, if you don’t ask, you won’t get…119
  109. 109. Finding our way to the big idea… • Isuzu was introducing a line of vehicles under the title, ‘Ironman’ • These were a few different models, so we couldn’t concentrate on one specific market • Brainstormed around “Ironman” and then someone said,… “I wish we could send them a running shoe in the mail to highlight the Ironman competition!” …120
  110. 110. Isuzu Ironman dimensional package • Highly cost effective • Beat a flat direct mail package in a head to head test • Incredible ROI • It led to new profitable relationship with Reebok • Winner National Postal Forum awardElements: outer box, letter, brochure, reply form, offer121
  111. 111. One more: anamazing ideafor a box pkg.A collapsible boxthat slips underthe door…“Breaking into yourapartment may beeasier than you think!”122
  112. 112. Back to Alan: The Letter Package• Elements include: • Outer envelope or OE • Letter - usually personalized • Brochure • Reply device • Extra enclosures• Usually outpulls other formats (except boxes)• Always outpulls self-mailers• Still allows for creativity and flexibility123
  113. 113. The Outer Envelope If this fails, everything inside the package is wasted…124
  114. 114. The Outer Envelope • First job is to gain the attention of the recipient • First exposure to offer or main benefit • Give them enough to get them interested… • …but not enough to allow them to throw it away • Stand out from other mail125
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  126. 126. Choosing the right envelope• Paper stock can be important • Direct mail is a tactile medium• Consider vellum, see-through, metallic, poly-bags, even paper bags• Color can be important • Test kraft, yellow• Test “stealth” envelopes • Especially to customers137
  127. 127. 10 Proven Envelope Techniques 1. State the main benefit 2. State the offer 3. Tell them what’s inside 4. Ask a provocative question …but not one that can simply be answered “no!” 5. Give them a test 6. Describe a situation... 7. State a problem 8. Flag your market 9. Use personalization in an unusual way 10. Use F.U.D.
  128. 128. The Letter The only form of advertising you will ever read or ever write that always starts with one word…139
  129. 129. The Letter• This is, by far, the most important part of the package.• According to research done by Ogilvy & Mather, it will account for 65-75% of your response• The first thing people actually read• When should you include a letter?140
  130. 130. The Most Successful Piece of Advertising in Advertising History
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  132. 132. How should a letter look?
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  135. 135. 7 Letter Techniques 1. Use a Johnson box 2. Start with a killer opening... Put news in it Show ’em you Know ’em Ask a provocative question 3. Use short words and simple language 4. Bring me to your offer 5. Give me a reason to respond now 6. Use the word “you” 7. Include a strong P.S.146
  136. 136. Write the way people talk147
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  141. 141. Write to just one person…152
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  143. 143. Yale University Study The 12 Most Persuasive Words in the English Language  You  New  Health  Discovery  Money  Results  Safety  Proven  Save  Easy  Love  Guarantee The Single Most Persuasive Word in Direct Marketing? _______________154
  144. 144. How to evaluate a letter• Count the number of “you’s”• Are you proud of it? Would you sign it?• Would you respond to it?• Read it out loud• Read it to your significant other• You’ll know…155
  145. 145. The Brochure The best place to visualize your benefits…156
  146. 146. Building Better Brochures  “The letter sells, the brochure tells.”  Evelyn Woods should have been a direct marketer  “The 3-second solution”157
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  150. 150. The Role of the Brochure • Provides detailed information • Can include testimonials and clients lists • Can be used as an involvement device • The “Striptease” effect161
  151. 151. 7 Ways to Improve Your Brochure 1. Put your strongest benefit on the cover 2. Make your headlines benefit-oriented and specific 3. Make your photographs tell a story 4. Include a strong call to action, how to respond 5. Include a guarantee 6. Include a Q&A 7. Include a Q&A segue162
  152. 152. Headlines are critically important  80% of people read them and nothing else  They must include your main benefits  They should not be “creative” “Some copy writers write tricky headlines, puns, literary allusions and other obscurities. This is a sin. Every headline should appeal to the reader’s self interest. It should promise the reader a benefit.” --David Ogilvy163
  153. 153. Photography is almost always better than illustration – but charts rule164
  154. 154. The most popular newspaper in the USA...165
  155. 155. Art Direction, Design & Typography  The goal of good direct marketing design should be to attract the attention of the reader, and lead them through the package.  Ugly works; neatness may reject involvement  ALL CAPS ARE DIFFICULT TO READ BECAUSE THE EYE RECOGNIZES SHAPES - NOT INDIVIDUAL LETTERS  Type set in narrow columns is easier to read (50 characters ideal).166
  156. 156. When a designer uses reversed out copy it simply means they don’t have confidence that the big idea will carry the day • Less than 10% readership and comprehension compared to black type on light background167
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  161. 161. The Reply Device Where the rubber meets the road172
  162. 162. The Reply Device • Why do you need one? • Why can’t we just send people to the web? • Tracking can be an issue • Send to a micro-site only • This should “stick out” like a sore thumb. • 1st thing to personalize • Include main benefits • The “empty envelope” test173
  163. 163. BRE or BRC? What kinds of information do people regard as “private?” ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________ ____________________________________________________174
  164. 164. How to improve your reply device • Give people a “Yes” or “No” option • ….but don’t be too clever • Consider an involvement device • Give them a choice • …but keep options very simple • Include 800, fax number, e-mail address • …but go for the phone call!175
  165. 165. The Lift Note Every little bit helps176
  166. 166. The Lift Note • Can “lift” response an average of 10% over regular response rate for that package. • Write in a different voice than the letter • “Whisper in their ear” • Highlight the offer • Consider a yellow sticky note • On reply form • On letter177
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  168. 168. The Involvement Device Will another three seconds really make a difference?179
  169. 169. 5 Proven Involvement Devices 1. Use a sticker – Yes/No or with an offer 2. Have them lift the sticker to review their special offer 3. Include a brief 3-question survey 4. Include multiple enclosures 5. Remember what Barnes & Nobles knows…180
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  172. 172. What’s next? Part 3: Digital Creative that Engages Customers Oct 18 (today), 12:30pm - 2:45pm185
  173. 173. Direct marketing creative requires a tenacious spirit — perseverance! • “All the performances of human art, at which we look with praise or wonder, are instances of the resistless force of perseverance.” — Samuel Johnson186

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