Downloaded 25 times
Uploaded byBrian Massey
What We Can Learn from Direct Marketers by Brian Massey and Debra Zahay
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.
More Related Content
Similar to What We Can Learn from Direct Marketers by Brian Massey and Debra Zahay
What We Can Learn from Direct Marketers by Brian Massey and Debra Zahay
- 1. Debra Zahay, TheProfessor Brian Massey, The Conversion Scientist #convcon @bmassey @zahay
- 2. LEARN whyit is so hard to get and keep the attention of people UNDERSTAND why direct mail copywriters have something to teach us about Web marketing HEAR the tips provided by the most successful direct mail copywriters SEE examples of these techniques in action on the Web BUT WAIT! THERE’S MORE #convcon @bmassey @zahay
- 3. Start Smalland build (Freedman and Frasier 1966) Progressively Escalating commitments (Trivial first commitments such as agreeing to be interviewed can lead to organ donation (Schwartz 1970) Used in Business-to-Business as well #convcon @bmassey @zahay But wait! There’s MORE!
- 4. Professor/Data Scientist Author of over 22 articles Consultant President of Zahay, Inc. National Speaker Author Internet Marketing: Integrating Online and Offline Strategies Looks Good in Black #convcon @bmassey @zahay
- 5. Founder of ConversionSciences Consultant National Speaker Author Your Customer Creation Equation Labwear Fashion Model #convcon @bmassey @zahay BRIAN MASSEY
- 6.
- 7. Source: Wizard Academywww.wizardacademy.com WernickeBroca http://thebrain.mcgill.ca#convcon @bmassey @zahay
- 8. Seeing Words Passively PrimaryVisual Cortex Generating (and Reading) Words Broca’s Area Wernicke’s Area http://thebrain.mcgill.ca#convcon @bmassey @zahay
- 9.
- 10.
- 11. AUTHORITY: #convcon @bmassey @zahay --EugeneM. Schwartz
- 12.
- 13.
- 14. SOCIAL PROOF: #convcon @bmassey@zahay --Eugene M. Schwartz
- 15.
- 16.
- 17.
- 18.
- 19.
- 20.
- 21. Author of Scientific Advertising Downloada copy at http://conversci.com/ccc13books #convcon @bmassey @zahay Download at http://conversci.com/ccc13books
- 22. Claude C. Hopkins #convcon@bmassey @zahay
- 23. --Eugene M. Schwartz,Breakthrough Advertising #convcon @bmassey @zahay
- 24.
- 25. #convcon @bmassey @zahay You’rein direct response advertising. Admit it.
- 26. 1. Test asingle element or test a completely different approach. 2. Be prepared to measure test results. 3. Work on the “Beat the Champ” Principle. 4. Make sure your tests are statistically valid. 5. Analyze your results based on “net” dollar return. 6. Don’t assume someone else’s results will turn out the same way for your market. 7. Don’t think test results are forever. 8. Avoid the disease of over-testing. #convcon @bmassey @zahay Who wrote this?
- 27. Respected leader in thefield of direct marketing, a strategic thinker, an effective teacher/lecturer, an award-winning creative thinker, a noted author “Probably the most misunderstood concept in direct marketing is the offer.” #convcon @bmassey @zahay
- 28. #convcon @bmassey @zahay --Jim Kobs
- 29. #convcon @bmassey @zahay --John Caples
- 30. Author of Tested AdvertisingMethods #convcon @bmassey @zahay Download at http://conversci.com/ccc13books
- 31. Author of Ogilvy onAdvertising Confessions of an Advertising Man #convcon @bmassey @zahay Download at http://conversci.com/ccc13books
- 32.
- 33. #convcon @bmassey @zahay --John Caples
- 34. Email copy test. Subjectline and landing page remained the same.
- 35. If you enjoyusing technology to save time and money, TXU Energy has something special for you. Introducing the iThermostat™, 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 – saving money and conserving energy.
- 36. The iThermostat wasintroduced 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 promisedto 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.
- 38.
- 39. #convcon @bmassey @zahay --Jim Kobs
- 40. Thanks to AllworldMachinery and the Northern Stars Team, Marketing Technology, NIU, Spring 2013
- 41. Branded Unbranded AGAIN, CLEAR OFFER“SAME DAY SHIPPING” 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 & Packings. Same Day Shipping. allworld.com/SakagmiSeals
- 42.
- 43. Why it wassuccessful 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?High Impressions/low CTR Weak Call-To-Action 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 theBAM Team, Marketing Technology, NIU, Spring 2013
- 46. Free GiftOffers Discount offers Sample Offers Time Limit Offers Guarantee Offers Build-up-the Sale Offers Sweepstakes Offers Club and Continuity Offers #convcon @bmassey @zahay
- 47.
- 48. Successful Retailer, Consultant, Retired, Award Recipientand Author “Penicillin, Rubber- Photography, x- rays, the telescope and my beginnings in direct mail. happened by accident” #convcon @bmassey @zahay
- 49.
- 50. Author of Breakthrough Advertising Findout how to download a free copy at http://conversci.com/ccc13books #convcon @bmassey @zahay
- 51. --Eugene M. Schwartz,Breakthrough Advertising #convcon @bmassey @zahay
- 52.
- 53. WHAT KIND OFCOPY SHOULD WE WRITE? Most Aware Product Aware Solution Aware Problem Aware Unaware Eugene Schwartz’s “Five Levels of Awareness” 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
- 54.
- 55. Most Aware ProductAware Solution Aware Problem Aware Unaware #convcon @bmassey @zahay
- 56. Most Aware ProductAware Solution Aware Problem Aware Unaware #convcon @bmassey @zahay
- 57. Most Aware ProductAware Solution Aware Problem Aware Unaware #convcon @bmassey @zahay
- 58. Most Aware ProductAware Solution Aware Problem Aware Unaware #convcon @bmassey @zahay
- 59. Most Aware ProductAware Solution Aware Problem Aware Unaware #convcon @bmassey @zahay
- 60.
- 61.
- 62.
- 63.
- 64.
- 65.
- 66.
- 67.
- 68.
- 69.
- 70.
- 71.
- 72.
- 73.
- 74.
- 75.
- 76.
- 77.
- 78.
- 79.
- 80.
- 81.
- 82. #convcon @bmassey @zahay Alwaysbe looking for your next great control
- 83. #convcon @bmassey @zahay Forwardto Scientific Advertising by David Ogilvy
Editor's Notes
- #2 Brian and Debra
- #3 Brian and Debra
- #4 Debra
- #5 Debra
- #6 Brian
- #7 Brian
- #8 Brian Hold up your left hand. Place your finger just behind your left ear. You are now point to Wernicke’s 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 Broca’s area, located in the “Triangular portion of the inferior frontal gyrus”. This is where verbs become actions on the projection screen of the what neuroscientists call the “visuospatial sketchpad.” These two areas are linked by a high-speed network of nerves called the “arcuate fasciculus.”Just behind your left ear is Wernicke’s area of the brain. This is where certain sounds called “nouns” are attached to the mental images they represent. Slightly forward of that ear is Broca’s area, where verbs become actions on the projection screen of imagination, the mind’s eye, called the“visuospatial sketchpad” by cognitive neuroscientists. The movie projector we call consciousness, they call “working memory.” The high-bandwidth neural pipeline that connects the two is called the “arcuate fasciculus.” 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
- #9 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 language…http://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.
- #11 Debra
- #12 Debra
- #13 DebraHow many emails do we get that don’t have any specific offer or deadline.
- #14 Debra
- #15 Debra
- #16 Debra
- #17 Debra
- #21 Debra
- #22 Brian
- #23 Brian
- #24 Brian
- #26 Debra
- #27 Debra
- #28 Debra
- #29 Debra
- #31 Brian
- #32 Brian
- #33 Brian
- #35 Brian
- #36 Brian
- #37 Brian
- #38 Brian
- #40 Debra
- #41 Debra
- #42 DebraHow do you know it is a weak offer, start to think ‘out loud’ about it. This explains the cognitive processing end.
- #43 DebraI can talk about my examples from class, free survey, free estimate, free demonstration (send me a sales person).
- #46 DebraI thought this was interesting b/c it is not a physical product but our grads.
- #49 Debra
- #50 DebraTesting, testing, testing…..Good headline”would you buy a x brand shirt on sale for $29 was a winning headline.”
- #51 Brian
- #52 Debra
- #53 BrianDiscuss rotating headers
- #54 Brian
- #55 Brian
- #56 Brian
- #57 Brian
- #58 Brian
- #59 Brian
- #60 Brian
- #62 Brian
- #63 BrianSetup the “old school” sales letter page. Does it really work online?
- #65 BrianWhat about Nest?
- #66 BrianShow them how the sales letter is still used today.
- #67 BrianShow them how the sales letter is still used today.
- #68 BrianShow them how the sales letter is still used today.
- #69 BrianShow them how the sales letter is still used today.
- #70 BrianShow them how the sales letter is still used today.
- #71 BrianShow them how the sales letter is still used today.
- #72 BrianShow them how the sales letter is still used today.
- #73 BrianShow them how the sales letter is still used today.
- #74 BrianShow them how the sales letter is still used today.
- #75 BrianShow them how the sales letter is still used today.
- #76 BrianShow them how the sales letter is still used today.
- #77 Debra
- #78 Brian
- #79 Debra
- #80 Debra
- #81 Debra
- #82 Brian
- #83 Debra