The document discusses techniques for improving conversion rates on the web, including lessons that can be learned from direct mail copywriting. It promotes an upcoming event (#convcon) featuring speakers Debra Zahay and Brian Massey who will discuss topics like how to engage people's attention, examples of techniques for websites, and tips from successful direct mail copywriters. The document also shares information about Zahay and Massey's backgrounds and accomplishments.
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What We Can Learn from Direct Marketers by Brian Massey and Debra Zahay
1. Debra Zahay, The Professor
Brian Massey, The Conversion Scientist
#convcon @bmassey @zahay
2. ď§ LEARN why it is so hard to get and keep the attention of people
ď§ UNDERSTAND why direct mail copywriters have something to
teach us about Web marketing
ď§ HEAR the tips provided by the most successful direct mail
copywriters
ď§ SEE examples of these techniques in action on the Web
BUT WAIT! THEREâS MORE
#convcon @bmassey @zahay
3. ď§ Start Small and build (Freedman and Frasier 1966)
ď§ Progressively Escalating commitments (Trivial first commitments
such as agreeing to be interviewed can lead to organ donation
(Schwartz 1970)
ď§ Used in Business-to-Business as well
#convcon @bmassey @zahay
But wait! Thereâs MORE!
4. ď§ Professor/Data Scientist
ď§ Author of over 22 articles
ď§ Consultant
ď§ President of Zahay, Inc.
ď§ National Speaker
ď§ Author
Internet Marketing:
Integrating Online and
Offline Strategies
ď§ Looks Good in Black
#convcon @bmassey @zahay
5. Founder of Conversion Sciences
Consultant
National Speaker
Author
Your Customer Creation Equation
Labwear Fashion Model
#convcon @bmassey @zahay
BRIAN MASSEY
7. Source: Wizard Academy www.wizardacademy.com
WernickeBroca
http://thebrain.mcgill.ca#convcon @bmassey @zahay
8. Seeing Words Passively
Primary Visual Cortex
Generating (and Reading) Words
Brocaâs Area Wernickeâs Area
http://thebrain.mcgill.ca#convcon @bmassey @zahay
26. 1. Test a single element or test a completely different approach.
2. Be prepared to measure test results.
3. Work on the âBeat the Champâ Principle.
4. Make sure your tests are statistically valid.
5. Analyze your results based on ânetâ dollar return.
6. Donât assume someone elseâs results will turn out the same
way for your market.
7. Donât think test results are forever.
8. Avoid the disease of over-testing.
#convcon @bmassey @zahay
Who wrote this?
27. Respected leader in
the field of direct
marketing, a strategic
thinker, an effective
teacher/lecturer, an
award-winning
creative thinker, a
noted author
âProbably the most
misunderstood
concept in direct
marketing is the
offer.â
#convcon @bmassey @zahay
35. If you enjoy using technology to save time and money,
TXU Energy has something special for you.
Introducing the iThermostatâ˘, a fully Web-enabled
programmable thermostat that lets you monitor and manage
your home's temperature from any Internet-connected
computer. Now you can control your home environment from
almost anywhere â saving money and conserving energy.
36. The iThermostat was introduced over a year ago and it has
already proven to be an easy and effective way to control the
cost of heating and cooling your home. Its biggest advantage
is that it connects wirelessly to the Internet. This allows
you to program the unit using a Web browser.
37. The VCR promised to revolutionize our TV viewing habits, but
it was the Internet-connected digital video recorder that made
scheduling and recording TV programs easy enough for
everyone.
TXU Energy has introduced a similar revolution with an
Internet-connected thermostat that makes it easy to control
your home's temperature and energy costs.
40. Thanks to Allworld Machinery and the Northern Stars Team,
Marketing Technology, NIU, Spring 2013
41. Branded
Unbranded
AGAIN, CLEAR OFFER âSAME DAY
SHIPPINGâ OUTPERFORMS WEAK
OFFER
Thanks to Allworld Machinery and the TBA Team,
Marketing Technology, NIU, Spring 2013
Sakagami Seals
All of Your Machinery Supply Needs.
Quick & Easy Delivery, Act Today!
www.allworldmachinery.com/seals
Industrial Machine Parts
Wide Selection of Seals &
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allworld.com/SakagmiSeals
43. Why it was successful
Manage Your Website
All Your Site Services, One System
Call For A Free Consultation Today
www.IdeosityCMS.com
Thanks to Ideosity and the Interactive
Masterminds Team, Marketing
Technology, NIU, Spring 2013
44. What went wrong?ď§ High Impressions/low CTR
ď§ Weak Call-To-Action
ď§ Poor Results
B2B Website MGMT Software
Create Customize and Manage Content
See Our Site Solutions Here
www.IdeosityCMS.com
Thanks to Ideosity and the Interactive
Masterminds Team, Marketing Technology,
NIU, Spring 2013
45. Thanks to the BAM
Team, Marketing
Technology, NIU, Spring
2013
46. ď§ Free Gift Offers
ď§ Discount offers
ď§ Sample Offers
ď§ Time Limit Offers
ď§ Guarantee Offers
ď§ Build-up-the Sale Offers
ď§ Sweepstakes Offers
ď§ Club and Continuity Offers
#convcon @bmassey @zahay
53. WHAT KIND OF COPY
SHOULD WE WRITE?
Most Aware Product Aware Solution Aware Problem Aware Unaware
Eugene Schwartzâs âFive Levels of Awarenessâ
Direct Indirect
Product and
Price
Discounts
and Deals
Claims and
Proof
Benefits and
Anxieties
Stories and
Secrets
Source: Great Leads by Michael Masterson and John Forde
#convcon @bmassey @zahay
Brian Hold up your left hand. Place your finger just behind your left ear. You are now point to Wernickeâs area, a place in the brain where certain sounds called nouns are attached to the mental images they represent. Now move your finger to just in front of your ear. You are now pointing to Brocaâs area, located in the âTriangular portion of the inferior frontal gyrusâ. This is where verbs become actions on the projection screen of the what neuroscientists call the âvisuospatial sketchpad.â These two areas are linked by a high-speed network of nerves called the âarcuate fasciculus.âJust behind your left ear is Wernickeâs area of the brain. This is where certain sounds called ânounsâ are attached to the mental images they represent. Slightly forward of that ear is Brocaâs area, where verbs become actions on the projection screen of imagination, the mindâs eye, called theâvisuospatial sketchpadâ by cognitive neuroscientists. The movie projector we call consciousness, they call âworking memory.â The high-bandwidth neural pipeline that connects the two is called the âarcuate fasciculus.â http://www.mondaymorningmemo.com/newsletters/read/1878Image: http://thebrain.mcgill.ca/flash/i/i_10/i_10_cr/i_10_cr_lan/i_10_cr_lan.html
BrianRelationship to Premotor Cortex and the Primary Motor Cortexhttp://thebrain.mcgill.ca/flash/a/a_10/a_10_cr/a_10_cr_lan/a_10_cr_lan.html#2This language loop is found in the left hemisphere in about 90% of right-handed persons and 70% of left-handed persons, language being one of the functions that is performed asymmetrically in the brain. Surprisingly, this loop is also found at the same location in deaf persons who use sign language. This loop would therefore not appear to be specific to heard or spoken languageâŚhttp://thebrain.mcgill.ca/flash/d/d_10/d_10_cr/d_10_cr_lan/d_10_cr_lan.html#2Localizing the distributed language network responsible for the N400 measured by MEG during auditory sentence processingSpeech is a Left-brain activityChapter 30 of Secret Formulas of the Wizard of Ads, 1999) asserted that Broca's area of the brain anticipates the predictable.
Debra
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DebraHow many emails do we get that donât have any specific offer or deadline.
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DebraHow do you know it is a weak offer, start to think âout loudâ about it. This explains the cognitive processing end.
DebraI can talk about my examples from class, free survey, free estimate, free demonstration (send me a sales person).
DebraI thought this was interesting b/c it is not a physical product but our grads.
Debra
DebraTesting, testing, testingâŚ..Good headlineâwould you buy a x brand shirt on sale for $29 was a winning headline.â
Brian
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BrianDiscuss rotating headers
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BrianSetup the âold schoolâ sales letter page. Does it really work online?
BrianWhat about Nest?
BrianShow them how the sales letter is still used today.
BrianShow them how the sales letter is still used today.
BrianShow them how the sales letter is still used today.
BrianShow them how the sales letter is still used today.
BrianShow them how the sales letter is still used today.
BrianShow them how the sales letter is still used today.
BrianShow them how the sales letter is still used today.
BrianShow them how the sales letter is still used today.
BrianShow them how the sales letter is still used today.
BrianShow them how the sales letter is still used today.
BrianShow them how the sales letter is still used today.