Debra Zahay, The ProfessorBrian Massey, The Conversion Scientist#convcon @bmassey @zahay
LEARN why it is so hard to get and keep the attention of people UNDERSTAND why direct mail copywriters have something toteach us about Web marketing HEAR the tips provided by the most successful direct mailcopywriters SEE examples of these techniques in action on the WebBUT WAIT! THERE’S MORE#convcon @bmassey @zahay
Start Small and build (Freedman and Frasier 1966) Progressively Escalating commitments (Trivial first commitmentssuch as agreeing to be interviewed can lead to organ donation(Schwartz 1970) Used in Business-to-Business as well#convcon @bmassey @zahayBut wait! There’s MORE!
Professor/Data Scientist Author of over 22 articles Consultant President of Zahay, Inc. National Speaker AuthorInternet Marketing:Integrating Online andOffline Strategies Looks Good in Black#convcon @bmassey @zahay
--Eugene M. Schwartz, Breakthrough Advertising#convcon @bmassey @zahay
#convcon @bmassey @zahayhttp://www.brainyquote.com/quotes/authors/d/david_ogilvy_2.html#I1DB2SUBQuzcYmiQ.99-- David Ogilvy
#convcon @bmassey @zahayYou’re in direct response advertising.Admit it.
1. Test a single 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 sameway for your market.7. Don’t think test results are forever.8. Avoid the disease of over-testing.#convcon @bmassey @zahayWho wrote this?
Respected leader inthe field of directmarketing, a strategicthinker, an effectiveteacher/lecturer, anaward-winningcreative thinker, anoted author“Probably the mostmisunderstoodconcept in directmarketing is theoffer.”#convcon @bmassey @zahay
Email copy test.Subject line and landing pageremained the same.
If you enjoy using technology to save time and money,TXU Energy has something special for you.Introducing the iThermostat™, a fully Web-enabledprogrammable thermostat that lets you monitor and manageyour homes temperature from any Internet-connectedcomputer. Now you can control your home environment fromalmost anywhere – saving money and conserving energy.
The iThermostat was introduced over a year ago and it hasalready proven to be an easy and effective way to control thecost of heating and cooling your home. Its biggest advantageis that it connects wirelessly to the Internet. This allowsyou to program the unit using a Web browser.
The VCR promised to revolutionize our TV viewing habits, butit was the Internet-connected digital video recorder that madescheduling and recording TV programs easy enough foreveryone.TXU Energy has introduced a similar revolution with anInternet-connected thermostat that makes it easy to controlyour homes temperature and energy costs.
Thanks to Allworld Machinery and the Northern Stars Team,Marketing Technology, NIU, Spring 2013
BrandedUnbrandedAGAIN, CLEAR OFFER “SAME DAYSHIPPING” OUTPERFORMS WEAKOFFERThanks to Allworld Machinery and the TBA Team,Marketing Technology, NIU, Spring 2013Sakagami SealsAll of Your Machinery Supply Needs.Quick & Easy Delivery, Act Today!www.allworldmachinery.com/sealsIndustrial Machine PartsWide Selection of Seals &Packings. Same Day Shipping.allworld.com/SakagmiSeals
Why it was successfulManage Your WebsiteAll Your Site Services, One SystemCall For A Free Consultation Todaywww.IdeosityCMS.comThanks to Ideosity and the InteractiveMasterminds Team, MarketingTechnology, NIU, Spring 2013
What went wrong? High Impressions/low CTR Weak Call-To-Action Poor ResultsB2B Website MGMT SoftwareCreate Customize and Manage ContentSee Our Site Solutions Herewww.IdeosityCMS.comThanks to Ideosity and the InteractiveMasterminds Team, Marketing Technology,NIU, Spring 2013
Thanks to the BAMTeam, MarketingTechnology, NIU, Spring2013
Free Gift Offers Discount offers Sample Offers Time Limit Offers Guarantee Offers Build-up-the Sale Offers Sweepstakes Offers Club and Continuity Offers#convcon @bmassey @zahay
WHAT KIND OF COPYSHOULD WE WRITE?Most Aware Product Aware Solution Aware Problem Aware UnawareEugene Schwartz’s “Five Levels of Awareness”Direct IndirectProduct andPriceDiscountsand DealsClaims andProofBenefits andAnxietiesStories andSecretsSource: Great Leads by Michael Masterson and John Forde#convcon @bmassey @zahay