What We Can Learn from Direct Marketers by Brian Massey and Debra Zahay
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What We Can Learn from Direct Marketers by Brian Massey and Debra Zahay

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  • Brian and Debra
  • Brian and Debra
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  • 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
  • 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.
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  • DebraHow many emails do we get that don’t have any specific offer or deadline.
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  • DebraHow do you know it is a weak offer, start to think ‘out loud’ about it. This explains the cognitive processing end.
  • DebraI can talk about my examples from class, free survey, free estimate, free demonstration (send me a sales person).
  • DebraI thought this was interesting b/c it is not a physical product but our grads.
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  • DebraTesting, testing, testing…..Good headline”would you buy a x brand shirt on sale for $29 was a winning headline.”
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  • BrianDiscuss rotating headers
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  • BrianSetup the “old school” sales letter page. Does it really work online?
  • BrianWhat about Nest?
  • BrianShow them how the sales letter is still used today.
  • BrianShow them how the sales letter is still used today.
  • BrianShow them how the sales letter is still used today.
  • BrianShow them how the sales letter is still used today.
  • BrianShow them how the sales letter is still used today.
  • BrianShow them how the sales letter is still used today.
  • BrianShow them how the sales letter is still used today.
  • BrianShow them how the sales letter is still used today.
  • BrianShow them how the sales letter is still used today.
  • BrianShow them how the sales letter is still used today.
  • BrianShow them how the sales letter is still used today.
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Transcript

  • 1. Debra Zahay, The ProfessorBrian Massey, The Conversion Scientist#convcon @bmassey @zahay
  • 2.  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
  • 3.  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!
  • 4.  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
  • 5. Founder of Conversion SciencesConsultantNational SpeakerAuthorYour Customer Creation EquationLabwear Fashion Model#convcon @bmassey @zahayBRIAN MASSEY
  • 6. #convcon @bmassey @zahay
  • 7. Source: Wizard Academy www.wizardacademy.comWernickeBrocahttp://thebrain.mcgill.ca#convcon @bmassey @zahay
  • 8. Seeing Words PassivelyPrimary Visual CortexGenerating (and Reading) WordsBroca’s Area Wernicke’s Areahttp://thebrain.mcgill.ca#convcon @bmassey @zahay
  • 9. #convcon @bmassey @zahay
  • 10. #convcon @bmassey @zahay
  • 11. AUTHORITY:#convcon @bmassey @zahay--Eugene M. Schwartz
  • 12. SCARCITY:#convcon @bmassey @zahay--Jim Kobs
  • 13. LIKING:#convcon @bmassey @zahay--Claude Hopkins
  • 14. SOCIAL PROOF:#convcon @bmassey @zahay--Eugene M. Schwartz
  • 15. COMMITMENT:#convcon @bmassey @zahay--Claude Hopkins
  • 16. RECIPROCITY:#convcon @bmassey @zahay--Robert Cialdini
  • 17. #convcon @bmassey @zahay
  • 18. #convcon @bmassey @zahay
  • 19. #convcon @bmassey @zahay
  • 20. #convcon @bmassey @zahay
  • 21. Author ofScientific AdvertisingDownload a copy athttp://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. #convcon @bmassey @zahayhttp://www.brainyquote.com/quotes/authors/d/david_ogilvy_2.html#I1DB2SUBQuzcYmiQ.99-- David Ogilvy
  • 25. #convcon @bmassey @zahayYou’re in direct response advertising.Admit it.
  • 26. 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?
  • 27. 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
  • 28. #convcon @bmassey @zahay-- Jim Kobs
  • 29. #convcon @bmassey @zahay-- John Caples
  • 30. Author ofTested Advertising Methods#convcon @bmassey @zahay Download at http://conversci.com/ccc13books
  • 31. Author ofOgilvy on AdvertisingConfessions of anAdvertising Man#convcon @bmassey @zahay Download at http://conversci.com/ccc13books
  • 32. #convcon @bmassey @zahayDavid Ogilvy
  • 33. #convcon @bmassey @zahay-- John Caples
  • 34. Email copy test.Subject line and landing pageremained the same.
  • 35. 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.
  • 36. 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.
  • 37. 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.
  • 38. #convcon @bmassey @zahay
  • 39. #convcon @bmassey @zahay-- Jim Kobs
  • 40. Thanks to Allworld Machinery and the Northern Stars Team,Marketing Technology, NIU, Spring 2013
  • 41. 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
  • 42. #convcon @bmassey @zahayJim Kobs
  • 43. 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
  • 44. 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
  • 45. Thanks to the BAMTeam, MarketingTechnology, NIU, Spring2013
  • 46.  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
  • 47. #convcon @bmassey @zahay
  • 48. SuccessfulRetailer, Consultant,Retired, AwardRecipient andAuthor“Penicillin, Rubber-Photography, x-rays, the telescopeand my beginningsin direct mail.happened byaccident”#convcon @bmassey @zahay
  • 49. MURRAY RAPHEL#convcon @bmassey @zahay
  • 50. Author ofBreakthrough AdvertisingFind out how to download afree copy athttp://conversci.com/ccc13books#convcon @bmassey @zahay
  • 51. --Eugene M. Schwartz, Breakthrough Advertising#convcon @bmassey @zahay
  • 52. #convcon @bmassey @zahay
  • 53. 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
  • 54. #convcon @bmassey @zahay
  • 55. Most Aware Product Aware Solution Aware Problem Aware Unaware#convcon @bmassey @zahay
  • 56. Most Aware Product Aware Solution Aware Problem Aware Unaware#convcon @bmassey @zahay
  • 57. Most Aware Product Aware Solution Aware Problem Aware Unaware#convcon @bmassey @zahay
  • 58. Most Aware Product Aware Solution Aware Problem Aware Unaware#convcon @bmassey @zahay
  • 59. Most Aware Product Aware Solution Aware Problem Aware Unaware#convcon @bmassey @zahay
  • 60. #convcon @bmassey @zahay
  • 61. #convcon @bmassey @zahay
  • 62. #convcon @bmassey @zahay
  • 63. #convcon @bmassey @zahay
  • 64. #convcon @bmassey @zahayhttp://www.theverge.com/2013/1/30/3933412/nest-shipping-over-40000-thermostats-every-month
  • 65. #convcon @bmassey @zahay
  • 66. #convcon @bmassey @zahay
  • 67. #convcon @bmassey @zahay
  • 68. #convcon @bmassey @zahay
  • 69. #convcon @bmassey @zahay
  • 70. #convcon @bmassey @zahay
  • 71. #convcon @bmassey @zahay
  • 72. #convcon @bmassey @zahay
  • 73. #convcon @bmassey @zahay
  • 74. #convcon @bmassey @zahay
  • 75. #convcon @bmassey @zahay
  • 76. #convcon @bmassey @zahay
  • 77. #convcon @bmassey @zahay
  • 78. #convcon @bmassey @zahay
  • 79. #convcon @bmassey @zahay
  • 80. #convcon @bmassey @zahay
  • 81. #convcon @bmassey @zahay
  • 82. #convcon @bmassey @zahayAlways be looking for your next great control
  • 83. #convcon @bmassey @zahayForward to Scientific Advertising by David Ogilvy