Evaluating Creative

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Welcome to the
DMA’s Creative Certification Course
Part One
Evaluating Creative
Wed., Oct. 16, 2013 — 1:00 to 4:30 pm
Presented by
Alan Rosenspan • Nancy Harhut • Carol Worthington-Levy
• How to Evaluate Creative
• How to Get Great Print Work
• How to Get Great Digital Work
• Questions & Answers
throughout, breaks as needed
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Scope of the Course

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Alan Rosenspan
Creative director in three countries, for O&M and
Digitas
My teams have won over 100 Awards – including 20
DMA Echo Awards for results.
More importantly, a working creative director and
direct marketing consultant
Client list has included American Express,
Ancestry.com, Bank of America, Capital One, Embrace
Home Loans, Humana, HSBC, Life Line Screening,
Oreck, Princess Lines, Scotts Lawn Service, Viking
River Cruises, many others
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Nancy Harhut
• Chief Creative Officer, Wilde Agency
• Decidedly strategy‐minded, results‐oriented
• Nationally recognized for best‐in‐class creative.
• She and her teams have won over 150 awards for direct
marketing effectiveness.
• More than 20 years of senior creative management
experience honed Digitas
• Clients have included Dell, IBM, Novartis, House of Seagram,
Bank of America, AT&T, American Express, Sheraton, GM,
and more. She’s an in‐demand speaker at DMA and other
marketing conferences.
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Carol Worthington-Levy
Wears three hats – Design/art director, writer and
creative director/consultant for hire
A stickler for responsive creative: has read it all, tested
it all, and even attended a seminar in Switzerland to
learn what will encourage response… or crush it!
Was a business partner in a multichannel marketing
agency, which she and partners sold to Merkle in 2010
Possibly one of the only 8-time individual DMA Echo
winner in 3 categories: Mail, Catalog and Online/digital
Clients: AAA Auto Clubs, 5.11 Tactical, Adventures Cross Country
teen travel, Allstate, Wine of the Month Club, Jacuzzi, Niman Ranch
premium meats, Comcast, American Isuzu, Intuit, BMW, Dish,
DHC Cosmetics, Hewlett‐Packard, and more
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We’re in the trenches,
just like you!
We are all working creative directors and direct
marketing consultants
We are all teachers and students of direct
marketing
We all believe in great creative work
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Who are you?
• You want to learn more about how to develop
winning creative
• You want be a better manager and motivator of
your team or your agency
• You want to be able to better evaluate creative
before investing a lot of time and money
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Introductions
• Your name and what you do
• You biggest challenge…
• What makes you unique?
“I think I am the only person in this room who…”
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Before we begin…
• Judgment call
• The truth about evaluating creative…
• Backgrounds and introductions
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What do you think?
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What do you think?
• What’s your overall reaction?
• Do you think it will work?
• What do you like?
• What do you think might be improved, or
what would you do different?
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The Truth about
Evaluating Creative
• You are an excellent judge of creative
• You are intuitive and thoughtful…
• …when you stop to actually think about it in a
critical way
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Our goals for this creative
certificate program
Help you discover…
How to get the best creative work
What to look for; what to watch out for
Provide a Checklist for “How to Evaluate
Creative”
Offer ideas for how to motivate people to do their
best work for you.
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Section 1:
How to Get The Best
Creative Work
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• How can you tell if it will work in
advance?
• How to give useful and welcome
feedback
• Timing & Budget Questions
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First, a definition
What is the best creative work?
You’re not looking for work that
makes you laugh, or may win an
award show
You’re looking for creative work
that’s going to generate response
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• Does it have to be new?
• Does it have to be different?
• What are some signs of good
creative?
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Does it have to be new?
• Not for the sake of being new
• New in this category
• It must be relevant to the product
and the market
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Does it have to be different?
• Not for the sake of being different
• Good creative should tell you
something you don’t know…
• …or make you think of something in
a new or different way
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• But it should never, ever take away
from the message
• Or worse, send the wrong message
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7 Key
Elements
to Look For
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1. Does a
Big Idea
Burst Through?
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The first question to ask of any direct mail
piece, advertisement or press release
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“Without a big idea,
your advertising will pass
like a ship in the night.”
-David Ogilvy
“In direct marketing,
the ship will sink.”
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Why are big ideas so important?
A big idea cuts through the clutter
A big idea can multiply your success 10
times over
You only need one
It costs more to do a bad idea than to do
a big idea
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What is an Idea, anyway?
An idea is a change
“I have an idea; let’s do things the way
we’ve always done them before!”
The bigger the change, the bigger the idea
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Letter to Ministers in Germany
They were concerned about declining church
attendance
They wanted to “wake up” ministers – and invite
them to a discussion about the problems
They used a very simple letter – with just one
sentence!
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1700 Views!1700 views in the first couple of hours!
Over 3000 total views, and over 700 cases of wine sold .

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How do you know if it’s
a big idea?
Is it a new idea? Or new in this category?
Is it relevant to the product?
Does it make you think?
Not “what are they talking about?” but
about your relationships, your job, your
life, your future…
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How do you know if it’s
a big idea?
Does it make you feel?
Emotion is stronger than logic
Is it credible? Do you believe it?
Does it stand out from others in it’s category?
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2. Does a
single-minded
message
come through?
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People have a hard time “getting” even
one thing
It’s not because they’re dumb; they’re
just busy
Make sure your message breaks
through the clutter – by focusing on
one message
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The “Bed of Nails”
Approach
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3. Is the Creative
Focused on
People?
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One of the great secrets...
Most companies focus on their
products...or worse, themselves
The best companies focus on their
prospects and customers
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Ancestry.com
The world’s largest genealogy
company
Has access to over 3 billion records,
and will help you search
Their most successful direct mail and
e-mail
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But make them look good
Don’t show your prospects as
“dumb”
Don’t make fun of them…
Make them into heroes – like
Kodak
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4. Does it have
an arresting
Visual?
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The Power of Visual Thinking
People remember less than 10% of what
they’re told (and it’s always the wrong 10%)
“Follow my directions carefully”
People remember more than 50% of what
they see
They even make it up - to fill in the gaps
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Show and tell
Show me what you’ve got
Show me what you’re made of
“Show me the money”
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Imagine a Harley
Davidson Motorcycle
parked inside a great
cathedral
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5. Does it have
a compelling
headline?
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Headlines are Critical
They should have your key benefit in them
80% of people read that – and nothing else
Subject line in e-mail even more important
Johnson box serves the same purpose
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WFNX – 101.7
• Alternative Rock Station in Boston
• How can they capture the tone of
their station in a billboard?
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6. Is it
involving?
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What Barnes & Nobles
knows
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3 Proven Ways to
Involve People in your
Advertising
Ask questions or quiz them
Use an involvement device
Use the word “you” – a lot
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6. Is it
“campaignable?”
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“Campaignable?”
Is it just a one-shot, or can you build
a long term campaign around it?
Does it easily lend itself to other
media?
A big idea can last for years…
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Antwerp Zoo in Belgium was looking
to boost attendance
Their elephant got pregnant
Send out a birth announcement?
…or create a campaign?
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Multi-media campaign started right after conception
Turned all of Belgium into proud parents
Millions of people followed her 22 month
development from inception to birth – including her
first ultrasound photograph!
Congratulations, it’s an elephant!
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Kai‐Mook became the first elephant born on
the internet on May 17, 2009 – weighing a
healthy 100 kilograms.
Zoo attendance more than doubled – over
300,000 new visitors
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Absolut Best Campaign
First ad appeared in 1980; still going strong 1500+ ads later
Created by Geoff Hayes of TBWA
Ads have become collector’s items; thousands of people write in
requesting their favorite
Rolled out “In an Absolute World” in 2007
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Judge for yourself:
Do these upcoming examples meet that list of
criteria?...
• Big idea
• Single‐minded message
• Focused on people
• Arresting visual
• Compelling headline
• Involving
• Campaignable
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Comcast … see if this mailer meets
the criteria
• Involving
• Campaignable
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Home entertainment: Comcast
• VIP invitation
gets
attention
• They flip it
over…
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Home entertainment: Comcast
• Concept:
you can
have your
own private
film festival
in your
home —
how??...
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• Challenge: Comcast high speed internet might at first not seem
like entertainment as much as for email and website access. But
Comcast wanted to position it as a way to download movies
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• This
positions
the reader
as a VIP
when they
get
Comcast
high
speed
internet
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Did it fit these criteria?
Do you think it worked?
• Involving
• Campaignable
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Isuzu B2B mailing: does this meet the
criteria too?
• This Isuzu truck is a huge seller
• It’s especially well sized for two
industries: light construction,
and the food industry
• Challenges: how to get
companies with fleets to
consider buying several instead
of just one
• Budget $90,000
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Isuzu Fleet campaign
• Targeted two
markets ONLY
• Created a
mailer for
each, that is
very specific to
that industry
• This one
is light
construction:
This truck can
carry “6000
pounds of
cement”
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• This truck can
carry about
6,000 lbs of
cement –
sized specifically
for typical
construction
load
• Of course it’s
absurd – the
box is 12 in.
wide
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• A dimensional package
needs all the hardworking
elements that traditional
flat mail does!
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“500 gallons of Tomato Paste enclosed”
• This one is
for the food
service
industry
• Typical load
for this
industry
would be
500 gallons
of tomato
paste
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Sent out 3000 boxes
per targeted market
• Campaign cost $90,000
• We sold 140 trucks
• Bottom line ‐ $4.2 million in sales
• New leads generated for future contact
• Huge ROI
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Isuzu B2B fleet mailing: does it meet
our criteria?
• Involving
• Campaignable
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One last example:
New Pig site re‐launch
Does it have…
• Involving
• Campaignable
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New Pig needed to launch their
new and improved website.
• New Pig has goods to help control chemical
and water spills — including the “pig”
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They have developed a kooky persona with
catalogs with pigs on them, and their Leak and
Spill catalog featuring Sparky, a cartoon pig
with a hardhat
• An improved website gives them another
reason to contact customers and get them
to re‐register in the updated system

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…so launching the site could not be a
dull or pedestrian event…
• Customer expectations
are high – New Pig
customers expect to see
an event turn into a ‘PIG”
event!
• Step 1 Email…
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Landing page pays off and generates
excitement about the new site…
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Catalog wrap is essential because many
don’t check their email
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Campaign targeted a
hardworking audience
who loves a humorous
break from the serious
subject of chemical spills
and hazardous waste!
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Mouse pad
with contact
info

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New Pig re‐launch campaign:
does it meet our criteria?
• Engaging
• Campaignable – well, yes, it IS a campaign…
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Make People Do What
You Want Them To
(Nancy Harhut on Insider tips on the power of direct
marketing creative)

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General advertising influences attitude and
awareness over time.
Direct marketing influences behavior
immediately.
Direct Marketing
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Targeted
Measurable
Action‐oriented (CTA)

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Goal
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Get Response (lead gen or sell off page)
Reinforce & extend brand positioning
Primary Channels for Today’s Discussion
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Direct mail
Email

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Offline Advantages
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Tangible
Often more real estate
Less mailbox clutter
3D = high opening rate
Online Advantages
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Quicker to produce & measure
Easier & cheaper to modify between rounds
Click to respond
OLA = animated, dynamic

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How to give yourself an edge
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Study your mailbox/inbox for “repeats”
See what’s proven to work in the marketplace
Read the masters
John Caples “Tested Advertising Methods”
David Ogilvy “Ogilvy on Advertising”
H.G. Lewis “Effective Email Marketing”
Follow the trades
Test, test, test
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Overarching Creative Guidelines

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Get to the point quickly
1 main message
Don’t risk confusing the audience
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Pop the offer
And the deadline

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You‐oriented vs. Us‐oriented
Minimize “we, our, us, my, I, our company”
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Appeal to human motivators
Save $$
Save time
Self‐improvement
Feel special/recognized
Look good to others
Feel smart
Make life easier
Discover new things
Feel safe

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Benefits not features
Displays perfectly on any device – so
you can easily read wherever and
whenever you want
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Remove risk
Guarantees
Free Trials
Proof points
3rd party endorsements
Testimonials

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Tailor concept/message to audience
Segment and version
Personalized and relevant
Acknowledge previous behavior
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Know target’s main objection and how to
overcome it
Build in your best sales argument

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Persuade vs. entertain
You have seconds to capture attention
Clarity trumps cute and clever
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Strong CTAs
Visually prominent
Repeated
Make ordering easy

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The Secret to Getting
Great Creative
Creative people always have choices. They can’t always
decide what they will work on; but they can always decide
how much of their effort and heart they will put into their
work.
Your goal is to make them want to go that extra step for
your projects, your product , your company – and of
course, for you.
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Where the Best
Creative Work Begins
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Briefly speaking
• Successful creative starts with a well thought-
out brief or Creative Strategy Form
• It doesn’t end there – but it starts there
• The more time and effort you put into your
brief – the more likely you are to get effective
work
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The Briefing Meeting
• A brief should never simply be handed-out
or e-mailed.
• It should be an interactive process; with the final
brief emerging from the meeting
• You need to encourage comments and questions –
and get the answers as soon as possible
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Your Role in Briefing
Creative
To initiate the project and provide the
information necessary to complete it
To be an “expert” on your business; or to get
the answers they need before the work is
completed
To be open to new ideas and solutions
To give constructive and specific feedback to
help improve the work (when necessary)
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Not Your Role
To dictate the work
To withhold information or fail to provide it on a
timely basis
To not have the answers
To create false deadlines or emergencies
To abuse creatives in any way, shape or form
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The Role of Creatives
To represent the consumer’s point-of-view
To be an “expert” on their business – advertising
and direct marketing
…and to become an “expert” on the clients
business
To come up with big ideas
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Not the Role of Creatives
To give the client only what they asked for…
To postpone the work and do a last-minute
scramble
To give up, or do less than their best
To think that that account people, or clients,
aren’t smart or good at their jobs
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The
Death
of an Agency
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The Creative Strategy
Form
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The Creative Strategy Form
Every company has a different format
It is a blueprint of the job -- and a contract
It should be developed, agreed on and signed by everyone
involved in the project - particularly the most senior person
It can be used to evaluate work
It has to be simple, understandable – not just filled with
jargon
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1. Project Description
What are we doing? Why?
2. Objective
What are we trying to achieve?
What do we want people to do?
Be as specific and realistic as possible
3. Target Audiences
The more specific, the better
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4. Main message and proof
What is the single most important reason that someone
will buy our product or respond to our mailing?
Why should anyone believe you…?
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5. Offer
What do they get?
What do they have to do to get it?
6. Key points
What other benefits do we need to communicate?
7. Ways to Respond
Did we make it easy?
Did we give them a choice?
8. Tone and Manner
Consistent with the product?
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9. Mandatories
Legal, logo, etc.
10. Budget
How much do we have?
Let the value of the customer drive the budget
11. Schedule
How much time is left?!!!!
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Put time on your side…
You want to give creative people time to do their
best…
..but you also want your project to stay top-of-
mind
Plus you don’t want them to forget anything, or
worse, do it at the last-minute
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Think in stages
Ideally, you want them to come back with rough
ideas within 5-7 days
This keeps your project fresh in their minds and
motivates them to get started right away
After this first meeting, you can give them more
time to refine, make changes, add to the mix
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Two questions you must answer
12. What is the target market currently using/doing?
Understand their mindset
Are they using a competitive product? Making do
without?
Why should they switch to yours?
13. “You know you need it when…”
When does someone know they need your product?
Puts you in their shoes
Identifies points of pain
You’re looking for agreement...
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Reviewing the
Work
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Best Practices
Allow them to finish their presentation, before
you jump in
Start by acknowledging how much work has been
done, and what you like
Review the brief to make sure that everything
important has been addressed
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Be constructive
See the big picture first – don’t nitpick
Never get personal. Not “I don’t like that
headline” but “Does this headline have the main
benefit?”
Go through the Checklist with them
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Moving ahead
Take the time to provide thoughtful, useful
feedback
This is your first exposure to the work; they have
been at it for days
Resist the urge to change for change’s sake
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Never say “The client will never buy this…”
Don’t try to anticipate what others will say or
think; give your own opinion
Remember you are all on the same side
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How do you know
if it will work
before it goes out?
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“You cannot judge
direct marketing.
It judges you.”
- Denny Hatch
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Besides…
“Creative” packages don’t usually work
The “ugly” stuff almost always seems to win
Even the best work seems to produce a
disappointingly low response
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How do you know…?
The only guarantee in direct marketing is a
moneyback guarantee
It can be very surprising what works and what
doesn’t
However, if you use the following checklist, you
will maximize the probability of success
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Checklist
12 questions to ask about
any creative execution
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1. Is it on strategy?
2. Is it appropriate to the product
and the positioning?
3. Is there a big idea?
Does it come through?
4. Does it have a striking visual or
graphic?
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5. Do the offer and main benefits
come through quickly and clearly?
6. Does the offer stand out?
7. Is it believable? Are claims
supported with facts or
testimonials? Is there a
guarantee?
8. Does it include a strong call to action
in every element?
201
9. Does it make you think or make
you feel
10. Will it stand out from others in this
category?
11. Are all the elements working as
hard as they can for you?
12. The big question:
would you respond?
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These are all the
ways to evaluate
creative for regular
advertising.
But direct marketing
has to work even
harder
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We have to get people to
act
Go to our website
Call a toll-free number
Send in an application or response form
Bring something into a store
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1. It must be 100% absolutely clear
• Above all, it must be clear and easy-
to-understand
• If people don’t “get it” – you lose
• You need to be direct in direct
marketing
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2. It must have a compelling offer
• “If you want to dramatically improve your
response, you must improve your offer” – Axel
Anderson
• They must know exactly what you want them to
do, and how
• They must have an urgent reason to act now
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3. Credibility is king
• We need to prove what we claim
• We must use numbers, specifics, facts, lists
• Testimonials are critical
• One false note can kill response
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The rest of the
Scott’s LawnService
case-history
209
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What do you think?
• What’s your overall reaction?
• Which package did you like best?
• Which do you think worked best?
• Why?
223
We told you that
you’re an excellent
judge of creative!
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Back to The Big Idea
• Big ideas are what’s needed to give a product or
service an advantage in the marketplace
• Every good product has a USP – Unique Selling
Proposition.
• This USP is one way to find your way to your
Big Idea.
• For example…
225
John Caples
encourages
a prospect
to impress
their friends
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David Ogilvy
sparks
intrigue with
a plain
white shirt
227
Bill
Bernbach
turns the
tables on big
American
cars
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Name some big ideas…
• Can you name some big ideas that helped
a product or service rise above the rest?
• What comes to mind?
229
Workshop segment:
Create your OWN big idea
• Who would want your product or service?
• What are your product’s features and benefits that
make it worth having and using?
• What is your product’s Unique Selling Proposition…
that is, what makes your product different and better
than all others?
• How could you describe or illustrate this to have
immediate meaning to your customer?
• Brainstorm with the person next to you to discuss
these questions for 10 minutes each… and then we’ll
discuss a few of your ideas.
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Thank you!
Alan Rosenspan,
Nancy Harhut &
Carol Worthington-Levy
See you tomorrow at
Part 2: Creative Rules that Work for Print
Thursday Oct 17, 2012 — 8:30am - 12:00pm
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Welcome to the DMA’s Creative Certification Course
Part Two
Great Print: Evaluate Creative for Mail,
Space Ads and More
Thursday, Oct. 17, 2013 ; 8:30am ‐ 12:00pm
Presented by
Alan Rosenspan • Nancy Harhut • Carol Worthington-Levy

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In this session, we’ll…
• Reveal key elements of great copywriting that can
jumpstart your success for all print, mail and even
digital advertising.
• Share the drivers of both effective direct mail and
print advertising
• Show you how to create more effective advertising
and concepts that will get attention and sell your
products and services
233
But before we do that –
did anyone do the homework?
• Share your Big Idea: tell us what product or service
you need to promote, and then how you could
promote it using a Big Idea.
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How to evaluate print creative
… and how to make YOURS more
successful.
We’ll lead off with ‘our best efforts’ –
some challenges we faced, and bested!
235
On to session 2…
Carol Worthington‐Levy shares
a challenging print effort/campaign
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Case History
Silverleaf:
When branding simply
isn’t enough.
237
Silverleaf is a luxury development by
DMB Realty
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Silverleaf’s branding agency built a story
of refinement and peace for the affluent
239
Their target market was well-defined:
• The penta-millionaire who wants a home for living and
entertaining
• A C-level business person or celebrity
• They demand the highest-end shopping and dining
• They crave privacy and security
• They love both a luxurious and a casual lifestyle
It’s a world unto itself!
240
Silverleaf even has…
• Its own school, inside the property gates
• an air strip for Silverleaf homeowners and their
guests
• A world‐class golf course designed by one of the
great course designers of this generation

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• 12 x 16
• Heavy coated papers
for interior pages —
doubled up!
• Embossed
• Extra ink layers
• Special papers
• Cost per brochure
about $10 apiece
Collateral they developed — and
intended to use in direct marketing
241
• TIP: Crop with
care! When
connecting to any
audience, never
crop photos to cut
the eyes off
• Reader gravity:
people look at a
spread ‘right page
first’ – and hardly
look at left side
Collateral looks sumptuous and rich,
but detached
242

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122
• Often brand agencies
get so deep into the
concept of the brand
that they forget that
people ‘from the
outside’ are seeing it
Beautiful black and white images
of cacti, almost abstract
243
Their plan…
• To take this piece and mail it to prospects
244

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123
The branding agency didn’t understand
the need for effective direct marketing
245
• Client then asked them to do a postcard but it failed.
• They were so tied to their brand elements and story that they
couldn’t develop an effort that was warm and inviting, rather
than all about exclusivity.
• They didn’t know how to build affordable mail that still said
‘luxury’ — limited production experience
• In the long run — as much as we all love beauty
and luxury — they have to sell the properties!
• Mail can be very effective to the affluent
audience — even if it’s not ultra-expensive
• ROI is an essential component to any
successful marketing program — and mail
continues to pull the best ROI of any media in a
prospecting environment
Is it weak or bad to compromise “brand
standards” to build responsive efforts?
246

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• Used serif fonts, and no white type on black or gray
– only black type on light backgrounds
• Used more interesting, but less expensive paper
• Used more color photography, less BW
• Changed the copy, to be friendlier and less aloof
• Tried a number of different offers, including tickets to
weekend cultural events at Silverleaf, golf with a
Silverleaf representative at the Silverleaf golf course,
and more
What did we change to make their
efforts more effective?
247
• Flat white envelopes often
don’t get the attention that
a textured or color envelope
does
• Ready-made envelopes are
almost impossible to find in
anything interesting. We
manufactured it in Classic
Columns paper.
Silverleaf direct mail:
OE has texture to
intrigue the fingertips
248http://www.neenahpaper.com/FinePaper/CLASSICCOLUMNSPapers

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• Also printed on
Classic Columns to
match envelope
Letter is written
with respectful
but is warm and
friendly
249
• The black and white
photos are only kept
as secondary accents
• Brand group kept
thinking we were
selling lifestyle – but
in the long run we’re
selling property
Brochure: used color to show the beauty
of the property
250

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• Brand had indicated a vertical format — not
conducive to selling wide open spaces
Brochure: horizontal format plays up the
countryside and golf course
251
• Highly personalized
• Envelope provides privacy when they return it
• This is a good place to highlight an offer
Reply card and reply envelope
252

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• We don’t love the balance
of BW/Color, or the
reversed type… but they
had already assigned it to
the brand group
Website and landing page
253
Results:
• DMB Realty has nearly sold out of their
$1million+ homesites during one of the worst
economic slumps of the century (note, homes
mandated to be 5 to 7 million to build!)
• They have gone on to develop semi custom and
other housing units on the property — such as $1
million townhomes — which also have been selling
extremely well. Regarded as a huge success!
Questions?
254

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Nancy Harhut shares
(the 2012 Creative Slamdown World’s
Greatest Creative Award Winner!)
255
Creative Challenge: Sell life
insurance to dentists
256

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129
Product:
Life insurance from ADA Insurance Plans of Great‐
West Life
Target:
ADA dentists with coverage
Goal:
Sell more life insurance to them
257
• Don’t want to think about it
• Assume they’re “all set”
• Limited, frequently‐ mailed audience
Audience Barriers
258

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• Parity product category
• Less expensive options available
• Must remain an ADA member ‐ $$$
Product Barriers
259
• No agents – only sold direct
• No one‐stop shopping
• Daunting application
Process Barriers
260

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• “Slide in under the radar” package
• Smart use of personalization
• Strong DR techniques
• Strategic use of the Magnetic Middle
The Solution?
261
262

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133
265
• “Slide in under the radar” package
• Smart use of personalization
• Strong DR techniques
• Strategic use of the Magnetic Middle
459% LIFT OVER THE CONTROL
Did it work?
266

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134
Alan Rosenspan shares
(the 2012 Creative Slamdown World’s
Greatest Creative Award Winner!)
267
Affinity Marketing
Credit cards created for members of
organizations, unions, universities, sports teams
and other shared interest groups
This program was for VPI Pet Insurance owners
Largest pet insurance company in U.S.;
recommended by 9 out of 10 veterinarians

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Credit card trends
Credit card ownership is declining
29% report they do not own
Credit card usage is still strong
500+ million VISA cards in force in the U.S.
Average American has 13 credit obligations
Including store cards, loans, etc.
What usually works
Leveraging the existing relationship – the
emotional value of the affinity
Affinity marketing adds credibility
Affinity members are much more likely to open
targeted direct mail, and are more receptive
There’s a reason you are receiving this…

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Tactics
Direct marketing has to walk a balance
between leveraging the affinity and
showing all the benefits of the card
…but we’re talking about people’s pets!
Wonderful visual opportunities
The Existing
Control
Is that the best they could do?

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4-7 Different
Approaches
“Credit-Card
Centric”

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143
“You’ve Proven
Yourself”

9/25/2013
145
“Another
VPI Benefit”

9/25/2013
147
“Focus on
Rewards”

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151
“Emotional
Approach”

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154
What did
they pick?

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It should be about 10:00 …
Want to take a 10 minute break?
Nancy Harhut:
The Psychology Behind
Copywriting that Sells

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313
314
Decision‐making
Shortcuts

9/25/2013
158
315
Human Behavior
Triggers
316
Principle of Reciprocity

9/25/2013
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319
320
Availability Bias

9/25/2013
162
323
324
Social Proof

9/25/2013
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329
Magnetic Middle
330

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333
Principle of Scarcity
334

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341
342
Storytelling

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345
346
Visual Tricks

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• An important driver to the web — because
you NEED more than SEO
• Can provide more qualified leads when
you’re prospecting
• Gives you a way to test markets for possible
mailing in the future
Concepts in action:
Space advertising
351
• 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!
Space advertising is more challenging than
most realize
352

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7 handy points for keeping
your space advertising creative on track
353
Point 1:
The best visuals are the things
your customer is
most interested in.
354

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178
Don’t bother showing prospects something
that impresses you and your peers.
You’re not the customer.
Find out what your customer loves.
(Don’t assume you know – research!)
355
Does this make you want to buy
a big screen TV?
Question: What would inspire YOU to buy one?
356

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179
Maybe this?
357
or this?
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.
Jack’s TV and Electronics
12345 James Lane
800‐543‐8765
FREE DELIVERY
Saturday night
When you order by noon
on Saturday
Super DUPER Bowl
$500 savings Saturday
From 10 am to 1 pm
358

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180
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.
359
For a traveler looking for beauty and solitude…
1. Negative statements quash
interest.
2. The great outdoors shouldn’t look
gray and barren
3. 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 type
360

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What if that same traveler sees this ad?
Why does this ad have more appeal?
• Eye‐catching presentation
• The fire and tent look inviting
BUT… Some of their effort is wasted
How many of you see the big idea
they wanted to get across?
Subtlety is often wasted in space
advertising
361
Point 2:
Your customers are looking
for answers to their problems.
The more clever, convoluted or arty
you make it,
the less they’ll ‘get it’
362

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Which Vacuum ad draws in more customers?
This one… or….
363
… 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?
364

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183
A big idea
can be very
straightforward
• What does someone
with pain crave?
• What kind of life do they
wish they had?
• Did this ad deliver on
what their customer is
hoping for?
• The little diagram helps
draw in the customer
with some ‘proof’
365
Does this pun draw
you to the hotel?
• Do we care who she is?
• Does this guarantee
you’ll love the hotel?
• Do you love being
disappointed in a hotel
once you get there?
Not.
• Ad does not alleviate
any sense of risk.
366

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184
On the other hand…
• Hotels profit from family
vacations (multiple rooms,
meals, amenities etc.
• This appeals to the craving
of a working couple for a
fun vacation in a kid‐friendly
environment
• It also appeals to the
fantasy that they can
enjoy their kids ‐ capture
a fun moment – before it’s
too late!
367
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.
368

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B2B/B2C: Lands’ End promises good news
The promise to a
road warrior that
they’ll always look
their best, with little
to no effort
369
B2B: 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 the profits!
This B2B ad goes in food industry pubs
Offer!
370

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Point 3:
Take them by surprise…
intrigue them!
But again, make sure it’s
interesting to the reader
371
Suspension of
disbelief and
generating fantasy
• Their target market:
• Someone who wants to
be admired.
• Does this eliminate too
many people?
• Would someone who
doesn’t want to be
admired be happy with
this ring?
372

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187
Cheeky copy pushes all the right buttons!
373
Key words: genuine, passionate, discovered, supplies will not last
forever, nowhere else on earth (rare), don’t miss your chance, we
don’t play by the rules of [expensive] jewelry stores, endangered,
100% guaranteed, simple, full refund
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 say
374

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188
How to get someone to consider a
vacation 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!
375
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
Photoshop
376

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189
B2B:
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!
377
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!
378

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190
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?
• When we get our prospect
thinking in those terms,
we have their attention
379
Dad will love it – and love you more!
This tiny space ad sells ice
cream for father’s day
Another ‘prospect as hero’
approach
380

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191
B2B:
Copy and image
show our
prospect as
a hero
Visual tells the story:
‘The new Anritsu Site
Master lasts all day
without recharging...
Just like you.’
381
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!
382

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192
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.
383
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 end
384

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193
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
• Xtime enables 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.
385
How could we tell operations managers
that this unique service is
exactly the solution they’ve been
looking for?
386

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194
Brainstorm.
“Xtime is like…”
Xtime is like a finely tuned pit
crew in Nascar… where each
worker is expert in what they
do, fast and true. They help
you to win the competition for
more customers
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 like
your own service bay,
where you have experts
for each need, all
working together
387
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…
388

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195
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…
389
We got ourselves a winner: inspired by
walking around a car dealership!
• 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 well
390

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196
Point 6:
Size may not matter
as much as you think
391
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/
392

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197
Small space ads can pack a punch
• Mini ad for the Mini Cooper
• They ‘toot their horn’ for
winning a Consumers Digest
Best Buy Sporty Car award
• While horn‐tooting is generally
not good, in this case Mini
buyers are interested in this
particular award
393
High contrast is essential
• Which ad designs do best in this small
space environment?
• Keep it simple, even black and white
• The worst performers: photos of art, lots
of color, reversed out type
394

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198
How a few small space ads can dominate a spread
395
Two 1/3 page ads and two 1/8 page ads
396

9/25/2013
199
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?
397
Point 7:
An offer is part of
every successful effort –
even space advertising
398

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200
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.
399
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 off
400

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201
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 door
401
The offer in this ad -
Avoid discounting your product
– instead add value as they have
with this triple bonus
402

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202
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
clear
403
Tacky? Or effective?
• Beauty contest
winner, or great
ROI?
FREE
Benchmark
Study
$200 value
404

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203
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 offer
405
Anyone here doing space ads?
At lunch, 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 ad
406

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204
Questions?
407
Time for
Alan Rosenspan
5 Key drivers for your creative efforts
408

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205
Key Driver #1
IT MUST BE
OFFER‐CENTRIC
409
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 wait
410

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206
411
• None of these had an offer
Prior mail “controls”
412

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207
New ‘control’
by CWL TEAM
A DM package
Team was not able to
talk them into an offer
413
Next ‘control’ by
CWL TEAM
A DM self‐mailer
tested with and
without an offer.
But the offer sucked.
It beat the DM because
of the reduction in cost
414

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208
“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
How many here think a cheap electric BBQ fork
(that had been out on the market for a few years) is a
good offer?
NEXT slide: the offer that won (Thanks to Alan!)
415
416

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210
Key Driver #2
IT MUST BE
ALL ABOUT BENEFITS
419
“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 Hacker
420

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211
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 equal
421
Why does anyone buy these products?
Product:
Gasoline
Features:
Poisonous,
smelly,
expensive.
Benefit: Travel!
Product:
Washing Powder
Features:
Powdery, granular,
comes in a box,
poisonous.
422
Benefit: Clean clothing
(You’ll feel clean and fresh)

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212
(How about the high price of a Porsche?)
You can turn almost
anything
into a benefit

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214
How many features and
benefits can you think of for
an ordinary #2 pencil?
The Incredible Pencil Test
Ranking your benefits
Is it unique?
Is it important to your market?
Is it believable?
Is it a personal benefit?
428

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215
Key Driver #3
IT MUST
ADD VALUE
429
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

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216
• Add valuable information
• Add tips or advice
• Add something that helps them
• Add something they didn’t expect
• Add entertainment

9/25/2013
219
Something that people just
can’t wait to open
Turn your direct mail package into a
fortune cookie…

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222
Key Driver #4
IT MUST
HAVE URGENCY
443
And in this uncertain economy…
People are deferring purchase decisions
Why do I need it has become:
Why do I need it now?
444

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223
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 it
445
446

9/25/2013
224
Psychology studies show…
People are more motivated by fear of loss
than by the prospect of gain
447
448

9/25/2013
225
Key Driver #5
IT MUST
BE TARGETED
449
450

9/25/2013
228
455
Copywriting and Concept Worksheet
Client or product __________________________________________
Product name/detail: _____________________________________________________
Write a vivid word‐picture with the prospect in the leading role of enjoying the
benefits of the product or service. This will help you discover key words for concepts and copy!
________________________________________________________________________
________________________________________________________________________
Feature:_________________________________________________________________
________________________________________________________________________
Immediate Benefit Word Picture
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
Long Term Benefit Word Picture
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
What’s next?
Part 3: Digital Creative that Engages Customers
October 17 (today), 1:00 ‐ 2:45 pm
Or: if you have something you’d like critiqued, or questions
answered, we are available during lunch!
456

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229
Lunch Time
See you at 1:00!
OR…
we’ll be doing critiques during lunch
Welcome to the DMA’s
Creative Certification Course
Part Three
Digital Creative that Engages
Customers
Thurs., Oct. 17, 2013 ; 1:00‐ 2:45 pm
Alan Rosenspan • Nancy Harhut • Carol Worthington‐Levy

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230
What ‘digital media’ are we
talking about?
• Websites
• Email
• E‐newsletters
• Anything you want to talk about
• NOTE: for email, the same rules of engagement apply as they
do in space advertising
• For websites it’s akin to direct mail
• Just because it’s a website, doesn’t mean the copy can be
written poorly (believe it or not!
459
Design for the web
• It’s not always pretty
• Contrast is extremely important
• Get viewers to the thing they’re interested in
within two clicks
• Don’t waste the viewer’s time with lengthy special
effects – they hate it
• Use science to guide the design: eyeflow, legibility
and comprehension, etc.
• Sell, sell, sell
460

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231
Direct selling site comparison
Compare these designs…
• Note the format – two
column or three
column?
• Color scheme: pale
blues and mid blues
(lower contrast)
• Special offers and
clearance below the
main image
• One main image that
does not change
461
Same products/site comparison
• 3 column format
• Color scheme: Deep red and
black with some gray: contrast!!
• Special offers and clearance to
the right of the main image
• Main image changes to 4
different products/offers
• Special offer to get signups
• Strong right hand column with
products and specials
• Upper right corner for closeouts.
462

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232
Special offer
• Upper left for ‘signup’ offer
and
‘search our site’…. PLUS…
• OFFER TEST
(free tips vs. free knife)
• Remember: a website is just
another direct marketing
medium
463
Performance? Let’s compare that, too…
4 screen views/visit 7 screen views/visit
More visits
More signups for email
More returning customers/back end
Catering Supplies | Catering Equipm ent
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For FREE tips and
special offers!
your email address
MONTHLY DRAWINGS:
Youcouldwinabeautifulknife!
Enterkeywords/modelnumber
search...
Disposable & Paper
Products
Dining Supplies
Beverage Products
Buffet Service
Decorations
Food Transport
Food Prep Supplies
Food Service Equipment
Cleaning Supplies
Alfa International
Amana
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APW Wyott
Berkel
Best Manufacturers
Blendtec
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Bon Chef
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See All Brands...
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Chafer | Cabo Flair Riser | Glo-Ice Light Boxes | Coldmaster Server
Over 15,000 products for caterers
and food service professionals!
Cookware
• Sheet Pans
• Stock Pots
• Saute Pans
Plates and Bowls
• Melamine Dinnerware
• Plastic Plates and Bowls
• China
Bar Supplies
• Pitchers
• Glasses
• Bar Accessories
Equipment
• Convection Ovens
• Heated Cabinets
• Blenders
Induction
• Induction Ranges
• Induction Chafers
• Induction Cookware
Pan Carriers
• Insulated Bags
• Insulated Carriers
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Food Storage Displayware Disposables
Catering Supplies | Catering Equipm ent
100% Secure Shopping Cart
0 Items $0.00
View Cart
FREE STANDARD SHIPPING on orders of $195 or more
For FREE tips and
special offers!
your email address
MONTHLY DRAWINGS:
Youcouldwinabeautifulknife!
Enterkeywords/modelnumber
search...
Disposable & Paper
Products
Dining Supplies
Beverage Products
Buffet Service
Decorations
Food Transport
Food Prep Supplies
Food Service Equipment
Cleaning Supplies
Alfa International
Amana
Anchor Hocking
APW Wyott
Berkel
Best Manufacturers
Blendtec
Blodgett
Bon Chef
Buffet Enhancements
See All Brands...
Hot New Items Monthly Specials Index FAQ Contact Us
Chafer | Cabo Flair Riser | Glo-Ice Light Boxes | Coldmaster Server
Over 15,000 products for caterers
and food service professionals!
Cookware
• Sheet Pans
• Stock Pots
• Saute Pans
Plates and Bowls
• Melamine Dinnerware
• Plastic Plates and Bowls
• China
Bar Supplies
• Pitchers
• Glasses
• Bar Accessories
Equipment
• Convection Ovens
• Heated Cabinets
• Blenders
Induction
• Induction Ranges
• Induction Chafers
• Induction Cookware
Pan Carriers
• Insulated Bags
• Insulated Carriers
• Pan Racks
Food Storage Displayware Disposables
464

9/25/2013
233
465
Consumer site:
Niman Ranch Premium meats
• Every product photo leads
to a purchase page
• More appetite appeal
through affinity with great
chefs and recipes
• Promotion with deadline:
monthly and weekly specials
• Tells unique selling
proposition: all NR meat
from small closed herds with
cruelty‐free treatment
Testing told us to emphasize the taste
and tell less anti‐cruelty stories
Right hand column is dedicated to
selling products
Right hand column is dedicated
to stories and value‐add
The winner!
466

9/25/2013
234
467
Navigation
Quick easy links help customer find exactly
what they want — instantly
Top section is for shopping
Middle section is for gifting, specials and
new items
Bottom section is for chefs/restaurants, the
Trade, Farmers, corporate gifting
Registration into site will give customer
access to email‐only offers
468
Selling pages
• Quick easy links help
customer find exactly
what they want —
instantly
• Appetite appeal galore:
in the COPY as well as
the photos
• Testimonials continue to
position Niman Ranch as
the tastiest of all
• Content tells the curious
customer more about the
meat and the mission

9/25/2013
235
Homes in on specific
products
Selling pages
One click, and they’re in their favorite
category of meat and ready to buy
469
470
Content pages
Makes a website a ‘search magnet
• ‘Chef’ page always has a recipe
• Chefs will change out on ‘refresh’
• Recipes ‐ a growing library
• Research told us that taste was paramount
• ‘Farmer’ Page Tells
the closed‐herd
story: safer, low‐
volume, cruelty free
• Positions small
farms/farmers as
heroes who work
every day for safer,
tastier meats

9/25/2013
236
How should a nonprofit site look?
It depends on the goal …
• Direct donation site – keep
it as simple as possible
• Make offers for donations
stand out (see upper right)
471
Main nonprofit site has different goals
• Informational and lead generation
• The top section changes out every few seconds
• This site has room for many stories, including a video
• Customer involvement: get people to consider long term giving
472

9/25/2013
237
Making extra money on a nonprofit site
• LIVESTRONG started
for
fundraising/nonprofi
t but has now
become a lifestyle
and health website
• Note they actually
sell advertising
space on their site —
it pays to do this and
visitors don’t mind
473
474
Google’s heat map study

9/25/2013
238
10 quick tips for
more effective email creative
• Great copy is essential…
• …but there are other things that will affect
whether anyone sees it – or reads it
Making Your Emails
Sizzle
475
1. Know who you’re mailing to
A) Rental lists vs. your house list
• Most rental lists are not worth a dime
• (regardless of what your list broker tells you)
• Your double opt‐ins are good – special messages to get them
shopping
• Your customers are the best audience!
Your task: getting their next order
476
B) Know your house list – and split it up
into segments
No email should go to EVERYONE on your list!

9/25/2013
239
2. Use interesting, varied subject lines
Market‐appropriate works better than generalized
If you only talk “sale”, keep it as interesting as possible
Check your own email — notice what you’ve been responding to
Boring, bad… Too much of the same promo
477
Hint: Your offer makes a great subject line
– But if you never change the offer, you lose the offer’s “juice”
– The power of the ‘free shipping’ offer is so diminished, it’s no
longer seen as an offer or an ‘opener’
Even free
shipping can
become
boring if it’s
the only offer
you use!
478

9/25/2013
240
Here’s how to get your email opened
Lots of subject line variation keeps them on their toes
479
3. Test. Suggest tests. Demand tests.
Otherwise, if it fails, everyone will blame the creative!
• TEST…Different offers
• Date/time limit versus offer emphasis
• Length of time they have to respond – today only; 5 hour sale; etc.
• Their name in the subject line vs. not
• YOUR name in the subject line vs. not
• NEW products vs.. ‘Sneak Preview’ approach
• Design: what kinds of photos or graphics work best
• MAKE SURE you test with an A‐B split, and keep track of results
and long‐term behavior
480

9/25/2013
241
Offer tests: Create offers your audience can’t resist
• Knowing your audience gives you better offer ideas
• Some audiences don’t respond to discounts
• Measure the responder behavior ‐ to determine lifetime value
• Test Different offers
– free shipping vs. a gift — discount vs. free shipping
– a gift card for both you and your friend, vs.. a higher
discount for you alone
– two different gifts (‘home made jam’ vs.. ‘ten‐year spatula’)
– A challenge: design the next dress; write a romantic story
– Deadline by which they must respond to get the gift
– A sweeps or drawing vs. a gift now
481
Offer testing can yield surprises!
We offer‐tested a
white paper about
their topic
(Permission email)
vs. a chance to win
a Tablet PC.
The list was all opt‐
ins from the past
year. Pretty
qualified.
Which do you
think got the most
responses?
Which do you
think got the best
quality responses?
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482

9/25/2013
242
4. Keep brand consistent with voice and image
• A customer recognizes you immediately – credibility!
Here’s the brand via catalog… Here’s the brand in an email
g y @ g y
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Private preview! Get a first look at the new fall collection (50% Off)*
Please add chicos@email.chicos.com to your safe sender list or address book. View on a mobile device or web browser.
483
Emails can be brand‐consistent, yet different
• It’s ok to use different fonts as long as the message is
consistent and you have common elements
484

9/25/2013
243
• JPGs and PNGs turn into big
red x’s when they’re picked
up as text
• This happens more often
than you realize
• This email in an iphone:
5. Make the majority of the message LIVE
485
6. Always use a
landing page
• “Smart” click on email sends to
specific landing page
• Goal – get the customer to
what they want, quickly
• Control their action – and keep
track of it
• http://www.wineofthemonthclu
b.com/category/big-bold-petit-
sirah?r=EM912A&utm_source
=emaillist_bronto&utm_mediu
m=email&utm_campaign=EM9
12A&utm_content=labelpic
486

9/25/2013
244
7. Spice up email with a variety of formats
• Different formats at different times
enables you to send more often
without the customer getting bored
• Try a promotional one vs. a newsletter
one (not too long) to start
• If this works try another format that is
in line with your market,
such as an “Ask the
Experts”
487
8. Invite involvement by customer
The more
opportunity for
dialogue, the more
they’ll like you!
488

9/25/2013
245
9. Try videos
Even if it seems like a lot of work…
Does it need to be made with super high production
values?
Is it expensive?
What happens after they play the video?
489
Email video – does it work?
•For both B2B and consumer, video
is a great tool
•Demonstrate equipment, methods
for utilizing tools, provide a quick
demonstration, bring the salesman
to their desktop.
•The numbers are very strong for
companies who occasionally use
video on their emails.
•http://www.finehomebuilding.com
/pages/window‐flashing/
490

9/25/2013
246
A top selling email with a video twist
• If a video is
creative, and
gets to the
point, it can
work even if
it’s not slick!
• 1700 views
within 24
hours
• Many
hundreds of
cases of
wine sold.
491
Video works on websites too
• See how 5.11 Tactical
uses video online to sell
professional wear for
cops and other uses –
• http://videos.511tactical.
com/videos/30/taclite-
tdu%27s
492

9/25/2013
247
10. Write a message that is compelling
• Do not believe that people
don’t read emails
• …but keep the message short
and succinct
• Keep the voice consistent with
the voice of your brand
• Don’t train your customer to
ignore your emails by using
an intern or non‐copy pro who
will probably write a stinker!
493
Honest. Sincere. Grateful.
• Nonprofit emails, like
others, should be simple,
sincere and honest about
the needs
• Hyperbole about the cause
won’t help — but neither
will understating the need
• Top it off with a nice offer
to thank them for their
attention and donation
494

9/25/2013
248
Show them you know what they like!
• Get into the swing of the way
your customer communicates
• Share with her about what she
is interested in, in a friendly
voice she’ll like
495
Be yourself, but even more so —
Develop a voice and attitude!
• If your customers like your attitude, this is a chance to let it
really shine each time you reach them
496

9/25/2013
249
P.S. Hire a proofreader
Programmers and designers can’t spell.
Errors like this may possibly be ignored — or they
may make you look thoughtless!
Be classier than this. Yes, even with email.
Need a proofreader? Ask us for recommendations
or call Bulletproof!
497
Nancy shares more psychology
to consider in copywriting
498

9/25/2013
250
Which of these will make you more likely
to do a favor for someone?
A: They have the same eye color as you
B: They ask you on a Tuesday
C: Their first name sounds similar to yours
You are more apt to like the taste of
vinegar in your beer if:
A: You know it’s there ahead of time
B: You learn of its presence after you drink
C: It’s red wine vinegar, not white vinegar

9/25/2013
251
Which of these statements is true?
A: Thinking about your social security number impacts
the amount you’ll bid for an item at an auction
B: You’ll tip a restaurant server more if he or she gives
you mints with your check
C: You’re more likely to choose dentistry as a
profession if your name is Dennis
502
Mistake #1:
Assume people make the right choices

9/25/2013
252
503
Mistake #2:
Believe what people tell us
504
Shortcuts to decision‐making

9/25/2013
253
505
5 Sample Human Behavior Triggers
506
Trigger #1:
The Principle of Consistency

9/25/2013
254
Big Billboard Experiment
76% agree to put
sign on lawn
Why?
507
508

9/25/2013
256
511
Trigger #2:
Loss Aversion
512

9/25/2013
258
515
Trigger #3:
Cognitive Fluency
Hard to Read
516

9/25/2013
260
519
520
Woes unite foes.
Woes unite enemies.
versus

9/25/2013
262
523
524
Trigger #4:
The Reason Why/Reason to Believe

9/25/2013
265
L
529
530
Trigger #5:
Eye Magnet Words

9/25/2013
269
Back to Alan:
Writing for the Web
537
Writing for the Web
• Anyone can write for the web, right?
• 182,000,000 websites – as of 2007
• Netcraft
• Over 1 trillion web pages
• Over 50 million blogs – as of 2006
• Technorati State of the Blog
538

9/25/2013
270
What’s even worse...
• There’s actually very little writing on the web
• Let’s look at the most popular websites in the world
539
Writing Winning
Websites

9/25/2013
271
541
What do we mean by winning?
• Websites with low bounce rates
• Websites that keep people reading and engaged
• Websites with high conversion rates – that
motivate people to buy
542
How do People Read
Websites?

9/25/2013
272
543
…not in the traditional way
• They scan – not just at first, but continually
• They take in “nuggets” of information
• This may be changing with iPad, Kindel and other
electronic reading devices
544
• Recent research gets an “F”
• They read the top bar, go down and read across for a
shorter amount
• They scan the left‐hand side
• …all at lightening speed!

9/25/2013
273
545
546
So you need
to write how they read

9/25/2013
274
547
…not in the traditional way
• You don’t have a beginning, middle and an end
• Everything you write is a beginning…with a link for
more information
• You are not developing an argument;
or telling a story;
you are creating powerful telegraphic messages
548
7 Proven Techniques

9/25/2013
275
549
1. Be a Pied Piper
1. Highlight key words and benefits
2. Make them bold or BIGGER
3. Put them in another color to attract attention
4. Use numbered lists or bullets
5. Use Headlines and crossheads
6. Put benefits and
calls to action
in the margin
550

9/25/2013
276
551
2. Keep it short
• Give them the benefit or main idea quickly
• Give them a lot of ideas, let them decide whether or
not to learn more
• For examples, visit www.alanrosenspan.com
• Don’t try to cram everything in
552

9/25/2013
277
553
3. Use the hot spots
This is the area that your eye
goes to first. It should have
news, an offer, or the most
important benefit
554
4. Divide and Conquer
• Use boxes, sidebars, anything that helps simplify and
organize information
• Use charts and graphs whenever possible
• Always include a caption underneath them

9/25/2013
278
555
Put key information
In boxes Or charts
To make it
stand out
556
5. Write in different ways
• Write benefits in several different ways; if one
doesn’t resonate with some people, another might
• Save 33%. Get it at 1/3 off. Buy 3, get one FREE.
Save $19.00
• Write from different perspectives – customer, CEO,
engineer. It shouldn’t sound like it all comes from just
one person

9/25/2013
279
557
6. Be Direct
• Tell people exactly what you want them to do,
how and when
• Include multiple calls to action in multiple places
• Give people different ways to respond
• Toll‐free phone number in e‐mail increases
response by as much as 50%
558
7. Add credibility
• Magazine advertising has an editorial umbrella;
people trust them more
• Direct mail is a tactile media – the person holds it in
their hands
• Digital is less certain. People are unclear who is
behind the information and whether a page can be
trusted

9/25/2013
280
Writing exceptional
e‐newsletters
Still the one…
• Best way to maintain customer
relationships
• Best way to add value, if done correctly
• Because of this, more and more
companies are using e-newsletters
• And fewer people are reading them
560

9/25/2013
281
• Average time spent on newsletter
• Percentage of people who fully read it
• When you add words, how much extra time
do they spend?
561
• Average time spent on newsletter
• 51 seconds – less than a minute
• Percentage of people who fully read it
• 19% ‐ less than one in 5
• When you add words, how much extra time do they
spend?
• Trick question – they spend less time
562

9/25/2013
282
563
My newsletter…
• Written like a letter
• No graphics, 10-12 pages of just text
• Few links
564

9/25/2013
283
565
…but it proves a point
• 2600 people in 37 countries
• Less than 70 “opt outs” in 11 years
• Content is king
A few parting words
about writing

9/25/2013
284
Write. Rewrite. Repeat
• “The first draft on anything is #@&%!”
— Ernest Hemingway
• “Only ambitious non‐entities and hearty mediocrities
exhibit their rough drafts. It is like passing around a
sample of your phlegm”
— Vladimir Nabokov
567
“Many have the talent
to become great, but
few have the energy ”
— Tom McElliot
568

9/25/2013
285
Thank You!
Visit AlanRosenspan.com
for 100 articles about direct marketing,
A new blog, and to ‘link in’
Visit Nancy Harhut’s agency site:
wildeagency.com/default.aspx
for facts, tips and great examples of the best
in direct marketing
Visit Worthington‐Levy.com to learn more about Carol, or
WorthingtonLevy.wordpress.com/
to see dozens of articles about Marketing‐Driven Creative

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