K.I.S.S. - Keys to Copy & Content that Generate Results
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K.I.S.S. - Keys to Copy & Content that Generate Results
- 1. K.I.S.S - Keys to Copy & Content that Generate Results Dawn Wolfe – Director of In-Trial Marketing, Autodesk Philip Reynolds – Associate Creative Director, Palio Otis Maxwell – Freelance Copywriter
- 2. FABS (Features, Advantages, Benefits) • Feature: what it does • Advantage: how that makes it superior or delivers a technical benefit • Benefit: how that translates into a PERSONAL need solved
- 3. The Six Universal Buying Motives 1. Desire for gain (usually financial) 2. Fear of loss (again, usually financial) 3. Comfort and convenience 4. Security and protection 5. Pride of ownership 6. Satisfaction of emotion --Roy Chitwood, Max Sacks International
- 4. Translated into technology marketing: 1. Desire for gain (usually financial) =career advancement, better performance reviews. 2. Fear of loss (again, usually financial) =job security, avoidance of unpleasant surprises. 3. Comfort and convenience =less late hours, fewer angry users/bosses. 4. Security and protection =systems work as they are supposed to do. 5. Pride of ownership =taking credit for a new and better solution. 6. Satisfaction of emotion =elegant systems that make the enterprise work better
- 6. Anritsu Sitemaster S331L: • Anritsu makes test and measurement instruments used to install and maintain wireless antennas and cell towers • Sitemaster is used to troubleshoot antennas and cable connections • It is the industry standard now in its 9th generation • This is a much less expensive, lightweight version lacking some features • Audience: engineers
- 18. Rovi Ad Network: • Rovi produces the “Guide” used to show programming on cable/satellite TV systems, televisions and set top boxes • They also sell advertising inside the Guide – That’s the Rovi Ad Network • Ads in the Guide reach viewers when they’re actively engaged (clicking the remote) • Audience: media buyers
- 25. In-Trial Marketing, a Case Study Dawn Wolfe, Autodesk
- 26. Dawn Wolfe Sr. Digital Marketing Manager eBusiness Autodesk
- 27. Autodesk At-a-Glance • Founded 1982 • $1.95+ billion in revenues • 6,800+ employees worldwide • 10+ million professional users in 187 countries • 1+ million students a year trained ® • The last 17 Oscar winners for Best Visual Effects have all used Autodesk software
- 31. In Trial Marketing • Trials Key To Purchase Decision • 90% of dotcom traffic • 3 Uses=2x likelihood to buy • #1 Campaign CTA
- 32. ITM Testing Tips and Tricks Social Training Comparison 32
- 33. In Trial Marketing: Baseline Simple, sales conversion oriented content No link outs, limited copy Buy Functionality “Buy New” or “Upgrade” w/ associated messaging 33
- 34. In Trial Marketing: Before
- 35. ITM Baseline: Before and After New 3 part message: Day 30: Expired: conversion pitch
- 36. In Trial Marketing (Mac) 16% 16% lift lift
- 37. In Trial Marketing Nurture 19% 19% lift lift
- 38. In Trial Marketing: Suites 8% lift 8% lift
- 39. Talking to Your Doctor: Special Challenges in Pharmaceutical Advertising Philip Reynolds – Associate Creative Director, Palio
- 40. It’s a highly technical subject
- 41. The solution (as always): insight-based advertising • Learn about your target and discover a deep insight about them • If possible, find a competitive advantage for your product • Build to a differentiating position • Execute against a single-minded idea
- 42. Avoid “dancing on the beach”
- 43. Leverage an emotion-based insight
- 44. Differentiate
- 45. Be single-minded
- 46. Living with the FDA • Ads cannot be false or misleading • Presentation of product benefits must be balanced with product risks and the two be of comparable prominence “Although the words are the same point size, the color and contrast with the background make the word ‘benefits’ much more noticeable than the word ‘disadvantages.’” —The FDA
- 52. Pixels and pills: pharma advertising in the digital age • It’s still about a strong brand idea • Think digitally from the beginning when concepting
- 53. Everyone responds to simplicity “There is a powerful temptation felt by patients and doctors alike to have a simple answer to complicated problems.” —Dr. Karen Delgado
- 54. Thank You Any Questions?
Notes de l'éditeur
- Selling complex services and products presents a challenge because by the time you’ve described what the product does, you’ve used up your reader’s attention span. The secret is to immediately translate complexity into universal human needs and desires and express them in appealing and familiar terms and metaphors. And we’re going to see some examples of that today.
- This is closely related to something called “FAB selling” which stands for features, advantages and benefits. I was first introduced to this when I did advertising for a high end home end home entertainment chain and this was the technique taught to their floor salespeople. A feature is what it does, and the biggest sin of most technical advertising is that it expresses the feature then stops. This console offers 400 watts per side. A powerful 1.6 Ghz processor Tolerances as low as .006 microns An advantage is how that feature makes the product or service different or better. A benefit is the feature translated into human terms.
- When we’re describing complex products it’s easy to forget that we’re still selling to people, even though they’re at work. At the end of the day they want to be praised for their good work, have a comfortable lifestyle because they’ve been promoted, and go home at a reasonable hour instead of having to solve headaches. And you can tell them how your product helps them do this.
- In my DMA copywriting class we’d illustrate this with the yellow pencil exercise. Pass a #2 yellow pencil around the room and each person would have to come up with a new feature, advantage and benefit. For example: Feature: it’s yellow Advantage: It’s easy to see Benefit: I don’t have to worry about losing my writing implement if I drop it on the floor Feature: it’s #2 Advantage: this is the grade specified for standardized testing Benefit: I know my answers will be accepted so I can get the best score on the test Feature: It has a sharp point Advantage: it sticks easily in the acoustic ceiling tiles Benefit: I have a way to entertain myself if I get bored in class
- Now we’re going to take a look at a couple of campaigns for complex products and services and how this was translated into simple human terms. The first product up is the Anritsu Sitemaster. It’s an instrument used to troubleshoot connections and antennas in cell phone towers and its audience is engineers. Anritsu makes a variety of special purpose instruments; the Sitemaster is a very well known and popular instrument and the objective of this ad is to introduce a new model containing a number of technical improvements which has also been simplified by stripping out some of the expensive options.
- For context, here’s a typical Anritsu ad, not done by this team. Very heavy on the features.
- When it was time to introduce the new product, the product manager went to his agency and showed them this old Coke ad. He said I want an ad that says the same thing about the Sitemaster, how it’s known and used all over the world. So they came back with an ad that the clint didn’t show me, but they said it looked like this except it had little instruments instead of the faces on the globe. Time for a new team.
- The product managers at our clients are all engineers. It’s a challenge selling to engineers because they are not “word” people and also take things very literally so you need to be careful. We came back with thumbnails which were divided into three categories. First of all was tradition… recognizing the heritage and the familiarity of the audience with the product. Pass me the Anritsu, referring to the fact that it’s so common in Europe people refer to it generically, like Kleenex.
- This a concept from the art director Carol Worthington Levy, using the instrument in the place of hurdles in a race.
- And this would be like the truck ads where we see a grizzled old guy heading out to work in his truck. In this case the tool is the Anritsu Sitemaster and he’s got a new version of his old reliable.
- The second set played to a universal desire of product managers everywhere, which is to lead with features. Specifically, the fact the Sitemaster everything you need. This is a peace of mind benefit that elevates it above the technical features.
- Third is what will be my preferred approach always, which is to pull out one key feature and let that stand for the whole, something that is so remarkable it will sell the product on its own. “”Name that Trace” refers to the fact that a tech has to do hundreds of trace measurements on each site and has to key in a name for each one. Sitemaster does this for you automatically. So we were going to have an app where you see how fast you can get a bunch of traces done with a simulated Sitemaster.
- On this one, that’s a dramatic cloud in the background. And the message is that instead of waiting till you get back to the office to transfer your data from the Sitemaster, there is a wireless connection that lets you do it onsite, in the cloud. Another feature that saves hours of tedious work.
- And finally, there’s the fact that the new Sitemaster has an unprecedented 10 hour battery life. This is important because many cell sites have no AC power. So you have to bring lots of batteries or else just go home when your battery runs out.
- And that was the winner.
- Rovi is the company that provides the on-screen guides for many television manufacturers and cable and satellite services, and they also sell the advertising that appears in those guides. This ad is for the latter, called the Rovi Ad Network. We are speaking to media buyers at agencies and we want to emphasize the benefits of the guide over other advertising which is that it reaches people when they’re actively engaged with their remotes choosing programming.
- Here is a house ad that makes the obvious choice of showing the guide onscreen and manages to be very technical. Our goal was to be more entertaining, since this is after all the entertainment industry, while also avoiding offending them by saying their current ad choices aren’t working and also avoids offending any group or topic.
- The zombie ad shows a hand reaching out of the TV during a zombie and grabbing members of the audience, who are also zombies. Why are they zombies? Because nobody cares what happens to zombies. They are not a recognized and protected cultural group. If this had shown a kid or a real person it would have been off putting. Notice that at the bottom we have a disembodied zombie hand clutching the remote—in each of these concepts we use this to make the connection to our topic. Carlos Perez was the designer.
- This one makes an analogy to distracted driving and the wonderful PSAs that have run. We were gong to call it distracted viewing and speak about it in the same preachy way. Client didn’t get the tongue in cheek part.
- The German shepherd ad is a mockup and not all the way there…he was going to have devil red eyes and bared fangs. The idea is that we will make you watch TV. Well, some dog lovers voted for this but others thought it was too big brotherish.
- Finally we ended up with this: a bride is at her wedding and it’s at a wedding chapel here in Las Vegas or something so there is a TV in the room and she is so fascinated with the onscreen guide that she can’t stop watching it. In the concept there is a minister and she is paying no attention to him.
- Here’s the final execution where we don’t need the minister and she is climbing past her husband to get to the TV. You can tell they’re going to have a great life together. And again, it uses humor and a simple message to make the complex selling arguments about why you should buy this ad network.
- This is what’s called the official Prescribing Information of a prescription medicine. All prescription drugs get approved by the FDA with a document like this. It contains pretty much all the things you you’re allowed to say about the product, how it works, how well it works, how you take it, what the side effects are, and what safety warnings you need to know about, and on and on. This screen shows 2 pages of a 16-page document. Doctors will be interested in all this data, but first you need to sell them on a bigger idea, which is where brand building and advertising can help.
- What’s true in advertising generally is also true in pharma: At Palio our approach is to communicate a simple idea that connects with an emotional insight about the target. You need a positioning, you need a good brief.
- “ Getting back to living your life” is a strong idea, because it’s the ultimate functional and emotional benefit of most every drug. But it’s also a terrible idea for the same reason. It’s not differentiating, as this look at 4 different ads for products in 4 different disease areas proves. The ads all look the same and are therefore easy to ignore. I also recommend avoiding images of chess pieces and headlines written on doctors’ prescription pads.
- Often the problem is more fertile creative ground to leverage than the solution. If feeling like yourself again looks boring and generic, the disease might not be. Here’s a concept for an analgesic that works about 20 minutes faster that standard drugs. The campaign leverages the insight that at the deepest level, physicians want to relieve suffering. This campaign confronts the physician and challenges him to think about what that extra 20 minutes of excruciating pain must feel like for his patients.
- Here are two asthma brands that do pretty much the same thing. The one that came to the market later, Symbicort, found a different way into the target’s mind with the claim of “Patients like it because they can feel it working.” Neither of these comes from my agency, but I like how the Symbicort ad is differentiating, and it also probably connects better to an insight about the target.
- Pharma companies often do advertisements about the disease that their product treats. These are ads about pseudobulbar affect, a neurologic condition that causes people to lose control of their emotional expressions and laugh or cry unpredictably. On the left, they’re telling a story about the disease that would be interesting to a neurologist if they read it, but the problem is that most won’t. On the right is a rethinking of this campaign that we did that gets attention by focusing on one aspect—the unpredictabililty of the episodes
- The Food and Drug Administration makes life challenging for Creatives by closely reviewing advertising. There are good reasons for this historically, and the pharma industry would not be anywhere near as profitable today without the FDA helping to confer a level of public trust. Still the rules can feel like a creative straitjacket. This graphic from an FDA website gives you the essence of the problem: The FDA says this is a violation because the benefits are presented more strongly than the disadvantages, whereas any marketer, or really any English-speaking person, would see this not as a balanced thought but as a confused and contradictory one.
- In practice, though, “balance” is usually a matter of juxtaposing a few bigger words in your headline against a few thousand smaller ones elsewhere in the ad, as seen in this Palio layout for FOSRENOL, a drug that takes excess phosphate out of the blood of patients with kidney disease.
- Or in this ad. This was the launch campaign for FENTORA, the fast-onset analgesic that I showed you a more patient-focused campaign for in an earlier slide. You hope for about a 50-50 split between benefit real estate and risk real estate. I actually agree with the idea of presenting this so-called fair balance. The problem I see is that in practice one is forced to present an amount of verbiage that is more than anyone can absorb, so most people tune it out. Someday I hope to be allowed to make the balance more impactful by making it as simple as the presentation of promotional messages. Another thing about this ad. The original headline was “Relief at effervescent speed,” which was a compelling way to get into the drug’s fast-dissolving formulation. FDA killed that line, but the ad still managed to convey a compelling message with the image of a flying, dissolving pill. I’ve learned not to let a concept depend too much on a particular headline, which the regulators are more likely to focus on than the visual.
- Ironically, the requirement to balance benefits and risks in pharma can almost force you to be single-minded with your idea. Better yet, it can sometimes help your client to get there with you. Clients often want to cram a dozen ideas into an ad, but when you have to balance all that good stuff with an equal amount of bad stuff, it can help everyone to be more disciplined. This is an ad for an HIV treatment. The positioning we had agreed on with the client was that COMPLERA helped you feel good about going on treatment for two reasons: simple dosing (one pill a day) and low side effects. In the campaign we executed, however, we found that the client wanted us to only message on the dosing, because any claim about the side effects would have required volumes of extra balancing copy. The result is a very clean, nice-looking pharma ad. We can debate whether it misses an opportunity to leverage a deeper insight about the target, but it undeniably gets a clear message across.
- Another clean, single-focused disease awareness ad. Physicians commonly believe that chronic pancreatitis is a condition that only occurs in alcoholics, but this client had a study that showed the reality was very different.
- Finally here’s a direct mail piece a colleague did that keeps it simple by not making any product claims until the target is fully engaged. The set-up humorously discusses the problem of patient dissatisfaction with suppositories, than you open it up to discover a product that patients can take orally instead.
- In our digital age, the fundamental principles I’ve laid out for breaking through the clutter with a simple brand idea still hold true. What Creatives need to do know is to think of how the idea will live tactically much earlier. At Palio, we’re now baking this into our process from the start as we’re doodling dozens of creative concepts against a brief. When an idea looks interesting, we immediately start to also sketch out how it would live in a banner ad, in an interactive visual aid, etc. What kind of apps would be useful to the target and how can the concept live there? If we don’t like the answers we’re getting, we know the concept needs to dropped or thought through better. This kind of thinking doesn’t have to slow you down if you sketch things loosely, and it gives you creative ideas that can work better for your clients.
- We’ll finish with a quote I found in a great book called How Doctors Think , by Jerome Groopman. The intent is to warn us that doctors can be prone to errors and wrong thinking. But for the marketer, it’s always useful to remember that doctors are human, they are more driven by emotion than they may realize, and you can reach them the same way you reach anyone.