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Presented by Lindsey Fair
Attrraction 
 Bait the hook 
 Emotional 
 Call to Action 
Conversion 
 Informational 
 Benefits vs Features 
 Call to Action
DISTRUBTION 
flyers publications point-of- mail 
purchase
ROI of a direct poster campaign is 
$1 : $8 (DMA) 
Used for new customer acquisition 
/ prospects only, not for house lists. 
Typical response rate = 0.05% 
High response rate = 1.5% 
Low response rate = 0.009%
ROI of a direct publications ad 
campaign is $1 : $10 (DMA) 
Used for primarily for new customer 
acquisition. 
Typical Response Rates: 
Newspaper : 0.5% 
Magazine: 0.17% 
(Brains on Fire) 
*Based on non-house list only. If mag / news is 
an internal com piece then rates double+.
Print Marketing
TIPS 
YOU FOCUS 
HEADLINES / BODY COPY 
COLORFUL VOCABULARY 
BENEFITS VS. FEATURES 
NARRATIVE 
message
GOAL OF MESSAGE 
THE GOAL OF EVERY WORD YOU 
WRITE: RESPONSE 
WHAT AM I SELLING? TO WHOM? 
WHAT DO I WANT THEM TO DO??? 
message
THE HEADLINE 
message
THE BODY 
message
the AIDA principle
stripper
benefits
emotional
logical
moral
empathy
competition
question
CONCENTRAT 
ION 
Small space w/ single large element 
will get more attention.
COHESION 
Headline, picture, caption, body, 
offer, terms should lead to each 
other rather than to the outside of 
the ad
CONTRAST 
Must stand out but with balance
CONVECTION 
UX flow 
• 35-45 character columns 
• drop capitals to start body 
• use captions 
• use subheadings 
• direct to offer at every 
opportunity

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