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Direct Comm Direct Mail Copywriting

Direct Comm Direct Mail Copywriting



materi kelas direct mail kelas B

materi kelas direct mail kelas B



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    Direct Comm Direct Mail Copywriting Direct Comm Direct Mail Copywriting Presentation Transcript

    • Advertising
      Public Relation
    • Apaitu Direct Marketing?
      Offering products and/ or services from producers or service provider directly to potential customers, using databases, direct mail, demonstrations, phone sales etc – small business directory
      Direct marketing is a database-driven process of directly communicating with targeted customers or prospects using any medium to obtain a measurable response or transaction via one or multiple channels – direct marketing association
    • Apaitu Direct Mail?
      A marketing effort that uses a mail service to deliver a promotional printed piece to your target audience – entrepreneur.com
      Why Direct Mail?
      • It’s personal – one to one marketing
      • Allows you to target with precision
      • You get an immediate response
      • You can track your return on investment precisely
      • It's something you can touch and feel— it hangs around
    • Basic rules before writing copy
      Ask yourself these questions :
      1. What am I selling? (know your product/service)
      2. Who am I selling to? (know your prospect)
      3. What do I want my prospect to do? (know your objective)
    • What Makes Good Direct Mail
      Targeting :
      • Data
      • Customer insight
      2. Offer
      • Compelling
      • Relevant
      3. Creative
      • Reflect customer insight
      • Unique
      Call to Action
      • Announce, repeat, tell ‘em again
      • Clear, identifiable, easy to remember
      5. Personalization
      • Reflect customer insight
      • Make them feel special
    • Direct Mail Anatomy
      Outer envelope, or carrier
      Lift Letter
      Response/order form
      But it can also be a simple postcard only
    • Direct Mail - Envelope
      Outer envelope is the 1st impression to get your reader ATTENTION
      The main goal is to make them OPEN the mail
    • An outer envelope copy can:
      a. Make a challenge
      Reveal the mysteries inside if you dare...
      b. Sense of urgency
      Special offer for limited time only!
      c. Start a story
      Somebody trapped Inside!
      You’re in command. What would you do?
      c. Sound an alarm
      Vulnerable material inside
      d. Flatter your reader.
      Special VIP Privileges
      Special invitation for a special person
      e. Highlight a special offer or premium
      Yours to Examine for 14 Days Free
      Get the extraordinary offer 70% discount
    • Direct Mail – Response
      Response is the end goal of every word you write.
      • It must be as clear and simple as possible.
      • It must include instructions to show the respondent what to do.
      • If it’s a response form (response dalam format form) - It must be easily identifiable as the response form.
    • Direct Mail – Type of Response
      Type of response :
      to place an order
      request more information
      make an advance reservation
      fill out a survey
      indicate their preference
      accept a trial issue
      Take a shot at winning a million dollars in a sweepstakes.
      join membership
      Response can be given via :
      Direct mail – postage paid response envelope
      Website – sign up at www.campaignname.com
      Phone – call 0800-1111 to join the promo now
    • Direct Mail – Response Form
      Sample copy to identify a response form title
      FormulirPendaftaran Member
      Discount Invitation
      Free Book Certificate
      Reservation Card
      Claim Ticket
    • Direct Mail – Response Form
    • Direct Mail – Response Form
    • Direct Mail – Letter
      a) Always write your letter as though you are writing to one person.
      b) Talk more about "you" than "me.
      c) Be personal – personalized nickname, signature at the end,
      handwriting font. Making them feel special
      -Promise your most important benefit in your headline or first paragraph.
      - Tell the reader specifically what he or she is going to get.
      -Back up your statements with proof or endorsements.
      -Tell the reader what he or she might lose by not taking action.
      -Rephrase your prominent benefits in your dosing offer.
      -Incite action Now (CTA)
      Source : Successful Direct Marketing Methods
    • Direct Mail – Letter
      The offer lead : for particulary strong offer i.e magazine publiser
      offering a free 3 month trial
      The flattery lead : A Private Message To a Very Special Person.
      The narrative lead : copywriter must develop a story that draws
      prospects in and serves as a platform for the selling statements
      that occur later.
    • Direct Mail – Letter
      Not intelligence or talent or dedication.
      But the use of knowledge
      An Investment In Success
      I cannot promise you that success will be instantly yours if you start reading The Wall Street Journal. But I can guarantee that you will find The Journal always interesting, always reliable, and always useful.
    • Direct Mail – Brochure
      a place to describe your product ,service or social cause in even
      more detail : product spec, picture, diagram, story of a social
      cause etc
      A brochure can:
      a. Present testimonials.
      b. List product features.
      c. Restate terms of offer.
      d. Announce deadlines.
      e. Show your product in action (through exciting images)
      uses headings, subheads, captions, sidebars, and other
      devices to allow skimmers (mereka yang membacasekilas)
      to get the gist of the sales story..
    • Direct Mail – Lift Letter
      The lift letter creates another opportunity to
      reiterate or reinforce the sales message.
      A lift letter can:
      a. Present an additional benefit.
      b. Argue against a negative response.
      c. Provide authoritative confirmation.
      d. Tell an inside story.
      e. Repeat testimonials.
    • Direct Mail – Lift Letter
    • Direct Mail
      Good thing you are
    • Direct Mail
      Canadian Sea Turtle Network
      awareness about the endangered turtle
      Response : click on the website
    • Direct Mail
      awareness and fund of LifeLine
      (org that support victims of permanent injuries in
      bomb attack at Colombo)
    • Direct Mail
      toy soldier :
      crete awareness & support UNICEF soldier program - children in Africa
    • Direct Mail
    • Direct Mail
    • Direct Mail
      to get people buy
      at webshop and
      help children in
      need for education
    • Direct Mail
    • Direct Mail
      AIG insurance – protect artifacts & antiques
    • Direct Mail
      raise awareness about the
      threat of shark extinction,
      centered on “finning” – a practice
      in which the shark is caught,
      their fins cut off and the rest of
      the animal thrown back to the sea.
    • Tugas
      Ciptakankomunikasimenggunakan media direct mail dengan brief
      berkut :
      CAMPAIGN: GNOTA –GerakanNasionalOrangTuaAsuh
      TARGET : Youth 19- 25 years old
      DESIRED RESPONSE : mengajak target untukmendaftarmenjadiorang
      tuaasuhuntukmembantupendidikananak Indonesia denganmengisi
      response form yang terdapatdidalam Direct Mail
    • Tugas- Background GNOTA
      Despite the government program of “WajibBelajar 9 Tahun”, there
      are still 700,000 children every year that cannot finish their school
      education due to their economical condition.
      The government has taken some actions to overcome this, one of
      that is by initiating program “BantuanOperasionalSekolah” (BOS).
      Few perhaps know that “BOS” is subsidizing the school operational
      cost, the infrastructure and teacher allowance. But student still has
      the obligation to pay for their personal school utensils e.g. books,
      stationeries, uniform and shoes which sometimes become the
      obstacles for them to even attend the class.
      GNOTA as an independent institution is here to overcome this
      situation by initiating gerakanorangtuaasuh that generates and
      distribute funding to help the student.
    • Tugas- Background GNOTA
      Gerakan Nasional Orang Tua Asuh (GN-OTA) is a national
      movement that awake, leverage and nurture the awareness and
      participation of Indonesian people to become a foster parent to
      support the Program WajibBelajarPendidikanDasar 9 Tahun.
      Education cost per child :
      Rp 180.000/annum for children in elementary school/of equal
      Rp 240.000/annum for children in junior high school/of equal
      More info about GNOTA : www.gn-ota.or.id
    • Tugas
      Ciptakan komunikasi menggunakan media direct mail dengan brief
      berkut :
      TARGET : Youth 19- 25 years old
      DESIRED RESPONSE : mengajak target untuk menjadi volunteeer
      dalam program Earth Hour dengan mengisi response form yang
      terdapat di dalam Direct Mail
    • Tugas
      Bentuk tugas :
      • Ide kreatif direct mail dalam bentuk copy & visual (paling sederhana dgn sketch). Mulai dari envelope, letter, response form, gimmick etc yang menurut kamu sesuai dengan target
      • Rasional dari kreatif
      Remember :
      • Menulis copy yang sesuai dengan target audience
      • Mempertimbangkan best practice direct mail yang sesuai dengan target audience
      • Response is the end goal of every word you write
      Yang pasti sekreatif mungkin 
    • Tugasdiuploaddi blog paling lambatJumat 19 Feb 2010