This document provides an overview of a digital creative certification course. It discusses various digital media like websites, email, and e-newsletters that can be used to engage customers. It provides examples of effective website designs for direct selling sites and consumer sites. Key elements discussed include layout, color schemes, navigation, and use of images, copy, and user testing to optimize customer experience and sales. Contact information is provided for the three course instructors.

1. Welcome to the DMA’s
Creative Certification Course
Part Three
Digital
Crea+ve
that
Engages
Customers
Thurs.,
Oct.
17,
2013
;
1:00-­‐
2:45
pm
Alan
Rosenspan
•
Nancy
Harhut
•
Carol
Worthington-­‐Levy

2. Want to reach any of us?
Alan Rosenspan: arosenspan@aol.com
Nancy Harhut:
nancy.harhut@wildeagency.com
Carol Worthington-Levy
CWL@Worthington-Levy.com
You’ll also find us in LinkedIn!
2

3. What
‘digital
media’
are
we
talking
about?
•
•
•
•
Websites
Email
E-­‐newsleEers
Anything
you
want
to
talk
about
• NOTE:
for
email,
the
same
rules
of
engagement
apply
as
they
do
in
space
adverKsing
• For
websites
it’s
akin
to
direct
mail
• Just
because
it’s
a
website,
doesn’t
mean
the
copy
can
be
wriEen
poorly
(believe
it
or
not!
3

4. Design
for
the
web
• It’s
not
always
preEy
• Contrast
is
extremely
important
• Get
viewers
to
the
thing
they’re
interested
in
within
two
clicks
• Don’t
waste
the
viewer’s
Kme
with
lengthy
special
effects
–
they
hate
it
• Use
science
to
guide
the
design:
eyeflow,
legibility
and
comprehension,
etc.
• Sell,
sell,
sell
4

5. 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
5

6. 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.
6

7. Special
offer
• Upper
le_
for
‘signup’
offer
and
‘search
our
site’….
PLUS…
• OFFER
TEST
(free
Kps
vs.
free
knife)
• Remember:
a
website
is
just
another
direct
marke+ng
medium
7

8. 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 Equipment
100% Secure Shopping Cart
0 Items $0.00
View Cart
FREE STANDARD SHIPPING on orders of $195 or more
Hot New Items
Monthly Specials
Index
FAQ
Contact Us
For FREE tips and
special offers!
your email address
MONTHLY DRAWINGS:
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Enter keywords/model number
search...
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Dining Supplies
Beverage Products
Over 15,000 products for caterers
and food service professionals!
Buffet Service
Decorations
Cookware
Plates and Bowls
Bar Supplies
Food Transport
Food Prep Supplies
Food Service Equipment
Cleaning Supplies
Alfa International
Amana
• Sheet Pans
• Stock Pots
• Saute Pans
• Melamine Dinnerware
• Plastic Plates and Bowls
• China
• Pitchers
• Glasses
• Bar Accessories
Anchor Hocking
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• Convection Ovens
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• Blenders
Food Storage
• Induction Ranges
• Induction Chafers
• Induction Cookware
Displayware
• Insulated Bags
• Insulated Carriers
• Pan Racks
Disposables
8

9. Consumer
site:
Niman
Ranch
Premium
meats
• Every
product
photo
leads
to
a
purchase
page
• More
appe+te
appeal
through
affinity
with
great
chefs
and
recipes
• Promo+on
with
deadline:
monthly
and
weekly
specials
• Tells
unique
selling
proposi+on:
all
NR
meat
from
small
closed
herds
with
cruelty-­‐free
treatment
9

10. Tes+ng
told
us
to
emphasize
the
taste
and
tell
less
anK-­‐cruelty
stories
The
winner!
Right
hand
column
is
dedicated
to
selling
products
Right
hand
column
is
dedicated
to
stories
and
value-­‐add
10

11. NavigaKon
Quick
easy
links
help
customer
find
exactly
what
they
want
—
instantly
Top
sec+on
is
for
shopping
Middle
secKon
is
for
gi_ing,
specials
and
new
items
BoEom
secKon
is
for
chefs/restaurants,
the
Trade,
Farmers,
corporate
gi_ing
RegistraKon
into
site
will
give
customer
access
to
email-­‐only
offers
11

12. Selling
pages
12
• Quick
easy
links
help
customer
find
exactly
what
they
want
—
instantly
• Appe+te
appeal
galore:
in
the
COPY
as
well
as
the
photos
• Tes+monials
conKnue
to
posiKon
Niman
Ranch
as
the
tasKest
of
all
• Content
tells
the
curious
customer
more
about
the
meat
and
the
mission

13. Selling
pages
One click, and they’re in their favorite
category of meat and ready to buy
Homes
in
on
specific
products
13

14. 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
14
the
closed-­‐herd
story:
safer,
low-­‐
volume,
cruelty
free
•
PosiKons
small
farms/farmers
as
heroes
who
work
every
day
for
safer,
tasKer
meats

15. How
should
a
nonprofit
site
look?
It
depends
on
the
goal
…
• Direct
dona+on
site
–
keep
it
as
simple
as
possible
• Make
offers
for
donaKons
stand
out
(see
upper
right)
15

16. Main
nonprofit
site
has
different
goals
•
•
•
•
InformaKonal
and
lead
generaKon
The
top
secKon
changes
out
every
few
seconds
This
site
has
room
for
many
stories,
including
a
video
Customer
involvement:
get
people
to
consider
long
term
giving
16

17. Making
extra
money
on
a
nonprofit
site
•
LIVESTRONG
started
for
fundraising/
nonprofit
but
has
now
become
a
lifestyle
and
health
website
• Note
they
actually
sell
adverKsing
space
on
their
site
—
it
pays
to
do
this
and
visitors
don’t
mind
17

18. Google’s
heat
map
study
18

19. Making
Your
Emails
Sizzle
10
quick
.ps
for
more
effec.ve
email
crea.ve
• Great
copy
is
essenKal…
• …but
there
are
other
things
that
will
affect
whether
anyone
sees
it
–
or
reads
it
19

20. 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:
gepng
their
next
order
B)
Know
your
house
list
–
and
split
it
up
into
segments
No
email
should
go
to
EVERYONE
on
your
list!
20

21. 2.
Use
interesKng,
varied
subject
lines

Market-­‐appropriate
works
beEer
than
generalized

If
you
only
talk
“sale”,
keep
it
as
interesKng
as
possible

Check
your
own
email
—
noKce
what
you’ve
been
responding
to
Boring,
bad…
Too
much
of
the
same
promo
21

22. 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!
22

23. Here’s
how
to
get
your
email
opened

Lots
of
subject
line
variaKon
keeps
them
on
their
toes
23

24. 3.
Test.
Suggest
tests.
Demand
tests.
Otherwise,
if
it
fails,
everyone
will
blame
the
crea.ve!
• TEST…Different
offers
• Date/Kme
limit
versus
offer
emphasis
• Length
of
Kme
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
24

25. Offer
tests:
Create
offers
your
audience
can’t
resist
•
•
•
•
Knowing
your
audience
gives
you
beEer
offer
ideas
Some
audiences
don’t
respond
to
discounts
Measure
the
responder
behavior
-­‐
to
determine
lifeKme
value
Test
Different
offers
– free
shipping
vs.
a
gi_
—
discount
vs.
free
shipping
– a
gi_
card
for
both
you
and
your
friend,
vs..
a
higher
discount
for
you
alone
– two
different
gi_s
(‘home
made
jam’
vs..
‘ten-­‐year
spatula’)
– A
challenge:
design
the
next
dress;
write
a
romanKc
story
– Deadline
by
which
they
must
respond
to
get
the
gi_
– A
sweeps
or
drawing
vs.
a
gi_
now
25

26. Offer
tesKng
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.
PreEy
qualified.
Which
do
you
think
got
the
most
responses?
Which
do
you
think
got
the
best
quality
responses?
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26

27. 4.
Keep
brand
consistent
with
voice
and
image
• A
customer
recognizes
you
immediately
–
credibility!
Monday, September 6, 2010
Here’s
the
brand
via
catalog…
Here’s
the
brand
in
an
email
Subject: Shhh...Sneak Peek (50% Off)
Date: Thursday, July 29, 2010 7:02 AM
From: Chico's <chicos@email.chicos.com>
Reply-To: "Chico's" <support-bxaff05bg1vmdpau8ew09q5zdptbkw@email.chicos.com>
To: Carol worthington-Levy carol@worthington-levy.com
Conversation: Shhh...Sneak Peek (50% Off)
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.
*Buy 1 full-price item, get the 2nd full-price item (of equal or lesser value) 50% off. Full-price styles only. Offer valid in stores,
online at chicos.com or at 888.855.4986. Limited time only. Discounted item will be reflected at checkout.
**30% off already reduced styles only. Offer valid in stores (excluding outlets), online at chicos.com and at 888.855.4986.
Marked price reflects savings off original ticketed price. No adjustment on prior purchases. No cash value. Limited time only.
27

28. 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
28

29. 5.
Make
the
majority
of
the
message
LIVE
• JPGs
and
PNGs
turn
into
big
red
x’s
when
they’re
picked
up
as
text
• This
happens
more
o_en
than
you
realize
• This
email
in
an
iphone:
29

30. 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.wineofthemonthclub.com/
category/big-bold-petit-sirah?
r=EM912A&utm_source=email
list_bronto&utm_medium=emai
l&utm_campaign=EM912A&ut
m_content=labelpic
30

31. 7.
Spice
up
email
with
a
variety
of
formats
• Different
formats
at
different
Kmes
enables
you
to
send
more
oaen
without
the
customer
gebng
bored
• Try
a
promoKonal
one
vs.
a
newsleEer
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”
31

32. 8.
Invite
involvement
by
customer

The
more
opportunity
for
dialogue,
the
more
they’ll
like
you!
32

33. 9.
Try
videos
 Even
if
it
seems
like
a
lot
of
work…
 Does
it
need
to
be
made
with
super
high
producKon
values?
 Is
it
expensive?
 What
happens
a_er
they
play
the
video?
33

34. Email
video
–
does
it
work?
• For
both
B2B
and
consumer,
video
is
a
great
tool
• Demonstrate
equipment,
methods
for
uKlizing
tools,
provide
a
quick
demonstraKon,
bring
the
salesman
to
their
desktop.
• The
numbers
are
very
strong
for
companies
who
occasionally
use
video
on
their
emails.
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• hEp://
www.finehomebuilding.com/pages/
window-­‐flashing/
Tuesday, September 7, 2010 7:49 PM
Subject: eLetter - Videos: Leak-free windows
Date: Sunday, September 5, 2010 11:12 PM
From: Fine Homebuilding <FineHomebuilding@e.taunton.com>
Reply-To: "Fine Homebuilding" <support-bxrtfkvasvs73jau9bpwrag308xzte@e.taunton.com>
To: Carol worthington-Levy carol@worthington-levy.com
Conversation: eLetter - Videos: Leak-free windows
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Salvaging the
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Complex Trim Cuts Made Easy
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Watch the video
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how to
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videos
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34

35. 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.
35

36. 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
36

37. 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
sKnker!
37

38. 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
understaKng
the
need
• Top
it
off
with
a
nice
offer
to
thank
them
for
their
aEenKon
and
donaKon
38

39. 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
39

40. Be
yourself,
but
even
more
so
—
Develop
a
voice
and
aptude!
• If
your
customers
like
your
aptude,
this
is
a
chance
to
let
it
really
shine
each
Kme
you
reach
them
40

41. 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
recommendaKons
or
call
Bulletproof!
41

42. Nancy
shares
more
psychology
to
consider
in
copywriKng
42

43. 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

44. You
are
more
apt
to
like
the
taste
of
vinegar
in
your
beer
if:
A:
You
know
it’s
there
ahead
of
Kme
B:
You
learn
of
its
presence
a_er
you
drink
C:
It’s
red
wine
vinegar,
not
white
vinegar

45. Which
of
these
statements
is
true?
A:
Thinking
about
your
social
security
number
impacts
the
amount
you’ll
bid
for
an
item
at
an
aucKon
B:
You’ll
Kp
a
restaurant
server
more
if
he
or
she
gives
you
mints
with
your
check
C:
You’re
more
likely
to
choose
denKstry
as
a
profession
if
your
name
is
Dennis

46. Mistake
#1:
Assume
people
make
the
right
choices
46

47. Mistake
#2:
Believe
what
people
tell
us
47

48. Shortcuts
to
decision-­‐making
48

49. 5
Sample
Human
Behavior
Triggers
49

50. Trigger
#1:
The
Principle
of
Consistency
50

51. Big
Billboard
Experiment
76%
agree
to
put
sign
on
lawn
Why?
51

52. 52

53. 53

54. 54

55. Trigger
#2:
Loss
Aversion
55

56. 56

57. 57

58. 58

59. Trigger
#3:
CogniKve
Fluency
59

60. Hard to Read
60

61. 61

62. 62

63. 63

64. Woes
unite
foes.
versus
Woes
unite
enemies.
64

65. 65

66. 66

67. 67

68. Trigger
#4:
The
Reason
Why/Reason
to
Believe
68

69. 69

70. 70

71. 71

72. 72

73. L
73

74. Trigger
#5:
Eye
Magnet
Words
74

75. 75

76. 76

77. 77

78. 78

79. 79

80. 80

81. Back
to
Alan:
Wri+ng
for
the
Web
81

82. WriKng
for
the
Web
• Anyone
can
write
for
the
web,
right?
• 182,000,000
websites
–
as
of
2007
• Netcra_
• Over
1
trillion
web
pages
• Over
50
million
blogs
–
as
of
2006
• TechnoraK
State
of
the
Blog
82

83. What’s
even
worse...
• There’s
actually
very
liAle
wriKng
on
the
web
• Let’s
look
at
the
most
popular
websites
in
the
world
83

84. 84

85. Wri+ng
Winning
Websites

86. What
do
we
mean
by
winning?
• Websites
with
low
bounce
rates
• Websites
that
keep
people
reading
and
engaged
• Websites
with
high
conversion
rates
–
that
moKvate
people
to
buy
86

87. How
do
People
Read
Websites?
87

88. …not
in
the
tradiKonal
way
• They
scan
–
not
just
at
first,
but
conKnually
• They
take
in
“nuggets”
of
informaKon
• This
may
be
changing
with
iPad,
Kindel
and
other
electronic
reading
devices
88

89. • Recent
research
gets
an
“F”
• They
read
the
top
bar,
go
down
and
read
across
for
a
shorter
amount
• They
scan
the
le_-­‐hand
side
• …all
at
lightening
speed!
89

90. F
90

91. So
you
need
to
write
how
they
read
91

92. …not
in
the
tradiKonal
way
• You
don’t
have
a
beginning,
middle
and
an
end
• Everything
you
write
is
a
beginning…with
a
link
for
more
informaKon
• You
are
not
developing
an
argument;
or
telling
a
story;
you
are
creaKng
powerful
telegraphic
messages
92

93. 7
Proven
Techniques
93

94. 1.
Be
a
Pied
Piper
1. Highlight
key
words
and
benefits
2. Make
them
bold
or
BIGGER
3. Put
them
in
another
color
to
afract
afen+on
4. Use
numbered
lists
or
bullets
94

95. 5.
Use
Headlines
and
crossheads
6.
Put
benefits
and
calls
to
acKon
in
the
margin
95

96. 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
96

97. 97

98. 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
98

99. 4.
Divide
and
Conquer
• Use
boxes,
sidebars,
anything
that
helps
simplify
and
organize
informaKon
• Use
charts
and
graphs
whenever
possible
• Always
include
a
capKon
underneath
them
99

100. Put
key
informaKon
In
boxes
Or
charts
To
make
it
stand
out
100

101. 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
perspecKves
–
customer,
CEO,
engineer.
It
shouldn’t
sound
like
it
all
comes
from
just
one
person
101

102. 6.
Be
Direct
• Tell
people
exactly
what
you
want
them
to
do,
how
and
when
• Include
mul+ple
calls
to
ac+on
in
mulKple
places
• Give
people
different
ways
to
respond
• Toll-­‐free
phone
number
in
e-­‐mail
increases
response
by
as
much
as
50%
102

103. 7.
Add
credibility
• Magazine
adverKsing
has
an
editorial
umbrella;
people
trust
them
more
• Direct
mail
is
a
tacKle
media
–
the
person
holds
it
in
their
hands
• Digital
is
less
certain.
People
are
unclear
who
is
behind
the
informaKon
and
whether
a
page
can
be
trusted
103

104. Wri+ng
excep+onal
e-­‐newslefers

105. S+ll
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
105

106. • Average
+me
spent
on
newslefer
• Percentage
of
people
who
fully
read
it
• When
you
add
words,
how
much
extra
+me
do
they
spend?
106

107. • Average
Kme
spent
on
newsleEer
•
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
Kme
do
they
spend?
•
Trick
quesKon
–
they
spend
less
.me
107

108. My
newslefer…
• Written like a letter
• No graphics, 10-12 pages of just text
• Few links
108

109. 109

110. …but
it
proves
a
point
• 2600
people
in
37
countries
• Less
than
70
“opt
outs”
in
11
years
• Content
is
king
110

111.
A
few
par+ng
words
about
wri+ng

112. Write.
Rewrite.
Repeat
• “The
first
draI
on
anything
is
#@&%!”
—
Ernest
Hemingway
• “Only
ambi.ous
non-­‐en..es
and
hearty
mediocri.es
exhibit
their
rough
draIs.
It
is
like
passing
around
a
sample
of
your
phlegm”
—
Vladimir
Nabokov
112

113.
“Many
have
the
talent
to
become
great,
but
few
have
the
energy
”
—
Tom
McElliot
113

114. Thank
You!
Visit
AlanRosenspan.com
for
100
ar+cles
about
direct
marke+ng,
A
new
blog,
and
to
‘link
in’
Visit
Nancy
Harhut’s
agency
site:
wildeagency.com/default.aspx
for
facts,
+ps
and
great
examples
of
the
best
in
direct
marke+ng
Visit
Worthington-­‐Levy.com
to
learn
more
about
Carol,
or
WorthingtonLevy.wordpress.com/
to
see
dozens
of
ar+cles
about
Marke+ng-­‐Driven
Crea+ve