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K.I.S.S - Keys to Copy & Content that Generate Results
 

K.I.S.S - Keys to Copy & Content that Generate Results

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  • This company took a different approach. They would create an offer that sounded “just for you” and they would provide concierge service instead of the boiler room phone trees. They could do this because a lot of audience information was in the public record. They knew when you bought your home and from that they could find out what your interest rate was at that time. And, they knew who you got your loan from. So they created a list of Union Bank customers exclusively—that’s one of the largest mortgage lenders in the Bay Area—and made the promise that “as a Union Bank customer you are prequalified for a no-cost refinance of your mortgage that could lower your rate and potentially save hundreds of dollars per month.
  • And the letter goes on to say that ‘because your home is financed through Union Bank you can look forward to simplified paperwork and a faster decision.” Of course, because they’ll be going back to Union Bank where your previous application is on file. And they promise that when you call “the telephone will be answered by a real person who will get the process started immediately. You will never have to deal with phone menus or voice mail, or waste time waiting to speak to a live person.” So, a direct counter to the tactics that the homeowner may have experienced from other refi offers.
  • Welcome to KISS—keys to copy and content that generate results. Your panelists are Dawn Wolf who is director of in-trial marketing at Autodesk, and Philip Reynolds who is associate creative director at Palio Ignite. In a moment they’ll show you examples of KISS marketing for professional software and pharmaceuticals, respectively, but first I’ll say a few words to set the stage. I’m Otis Maxwell, a freelance copywriter, and I’ll show you a couple of examples as well. The rules of the “back by popular demand” sessions are that the themes are carried over, but any case histories are completely new. By the way, our presentations are separate but related, so we’d appreciate it if you’d hold questions till the end.
  • What’s true in advertising generally is also true in pharma: At Palio+Ignite our approach is to communicate a simple idea that connects with an emotional insight about the target. You need a distinct positioning, you need a good brief.
  • I

K.I.S.S - Keys to Copy & Content that Generate Results K.I.S.S - Keys to Copy & Content that Generate Results Presentation Transcript

  • BACK by popular demand! K.I.S.S - Keys to Copy & Content that Generate Results Speaker NDawnWolfe – Director of In-Trial Marketing, Autodesk Philip Reynolds – Associate Creative Director, Palio+Ignite Otis Maxwell – Freelance Copywriter ames
  • The Six Universal Buying Motives 1. Desire for gain (usually financial) 2. Fear of loss (again, usually financial) 3. Comfort and convenience 4. Security and protection 5. Pride of ownership 6. Satisfaction of emotion --Roy Chitwood, Max Sacks International
  • FABS (Features, Advantages, Benefits) Feature: what it does Advantage: how that makes it superior or delivers a technical benefit Benefit: how that translates into a PERSONAL need solved
  • )
  • Anritsu VectorStar “Curiosity” Anritsu makes test and measurement instruments used by electronic engineers in designing, testing and troubleshooting products They introduced the Vector Network Analyzer in 1965 Most of Anritsu’s products are industry leaders but they are a distant third in VNAs The introduction of a new generation, called the VectorStar, was an opportunity
  • The Six Universal Buying Motives 1. Desire for gain (usually financial) 2. Fear of loss (again, usually financial) 3. Comfort and convenience 4. Security and protection 5. Pride of ownership 6. Satisfaction of emotion --Roy Chitwood, Max Sacks International
  • NoCostRefi “Union Bank” 1. Desire for gain (usually financial) 2. Fear of loss (again, usually financial) 3. Comfort and convenience 4. Security and protection 5. Pride of ownership 6. Satisfaction of emotion --Roy Chitwood, Max Sacks International
  • The Six Universal Buying Motives 1. Desire for gain (usually financial) 2. Fear of loss (again, usually financial) 3. Comfort and convenience 4. Security and protection 5. Pride of ownership 6. Satisfaction of emotion --Roy Chitwood, Max Sacks International
  • BACK by popular demand! K.I.S.S - Keys to Copy & Content that Generate Results Speaker NDawn Wolf – Director of In-Trial Marketing, Autodesk Philip Reynolds – Associate Creative Director, Palio+Ignite Otis Maxwell – Freelance Copywriter ames
  • Dawn Wolfe Sr. Digital Marketing Manager eBusiness Autodesk
  • Autodesk At-a-Glance • • • • • • Founded 1982 $1.95+ billion in revenues 6,800+ employees worldwide 10+ million professional users in 187 countries 1+ million students a year trained ® The last 17 Oscar winners for Best Visual Effects have all used Autodesk software
  • In Trial Marketing • • • • Trials Key To Purchase Decision 90% of dotcom traffic 3 Uses=2x likelihood to buy #1 Campaign CTA
  • ITM Testing Social Tips and Tricks Training Comparison 24
  • In-Trial Marketing Objective/Hypothesis • Convert Trial users to purchasers • Hypothesis: the more engaged the trial user, the higher the likelihood to buy Data points: • Simple, straight forward content got clicked on the most • The more persona targeted the content, the better the results • 80% of trial users only open trial once
  • Enter Gamification Not necessarily a “game” but leverages game mechanics and psychology to engage trial user. • • • • • Curated, Snackable content Super targeted content, right tone for audience Contextualize learning tasks and reward players along the path Create engagement, Incentivizes Makes learning our software engaging, supported and fun
  • Some simple facts • We like to play • We like to be good at things – We like people to see how good we are at things • We like to see how we measure up against others – We like people to see how we measure up (mostly) • We like to win – We like people to see us win Why do we have these feelings?
  • Combine this with Relevant Content… What is persona? What content makes sense at this stage of engagement? Purpose of Intent?
  • Case Study: Results 54% increase in trial usage Ratio of day 2-30 trial use to day 1 use increased 40% 15% increase in buy clicks ! What You Need to Understand: Connecting game mechanics + audience targeted, compelling content to an ordinary tutorial drove our key objective higher than any previous attempt
  • That’s great, but what about non-gamer audiences? “snackable learning content” + audience appropriate tone + user feedback (a la fitbit progress bars and positive feedback)
  • How to talk to your doctor: creating great advertising in the pharmaceutical industry Philip Reynolds Palio+Ignite
  • The challenge: getting off the pharma bike path
  • The solution: insight-based advertising with some kick • Learn about your target and discover a deep insight about them • If possible, find a competitive advantage for your product • Build to a differentiating position • Execute against a single-minded idea
  • Emotional insight: Stribild • HIV medication launched in 2012 • Benefit: 1-pill-a-day convenience • Insight: starting HIV therapy means you’re sick, life is over • Solution: Starting Stribild means you’re starting a new, better phase of life
  • Stribildjournal ad • Text here
  • Emotional insight: Brevibloc • Intravenous heart rate agent used in hospital critical care – Requires monitoring/allows adjusting • Critical care physician needs to feel like a lifesaver in command • “Minority Report” concept turns potential drawback into benefit by feeding need to be a hero in control
  • Breviblocjournal ad
  • Differentiating: ED drugs
  • Being single-minded: Creon • Market-leading pill for exocrine pancreatic insufficiency (inability to digest food) • Used in wide variety of conditions and patient types, by many different kinds of physicians— can there be a unifying creative idea? • Analogy of mining equipment creates a simple icon of a hard-working, dependable brand
  • Creon poster
  • Being bold: Colcrys • Gout medicine with long history • Relaunched on news that it is packaged in a lower dose yet just as effective • Creative idea answers the question, What if you take something strong and ask it to behave a little more sensitively?
  • Colcrys journal ad
  • As it is in my business, so shall it be in yours • Communicate with a simple idea • Build the idea from an insight about your customer • Don’t be afraid to be different • Find your industry’s beach, and stay far away from it!
  • You’ve mastered the theory, now put it into practice Use the Show Guide to match this session’s categories with the providers in the Hall who can help execute! See Page 18 for details