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Welcome to the
DMA’s Creative Certification Course
Part One
Evaluating Creative
Wed., Oct. 16, 2013 — 1:00 to ...
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Alan Rosenspan
Creative director in three countries, for O&M and
Digitas
My teams have won over 100 Awards – i...
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Carol Worthington-Levy
Wears three hats – Design/art director, writer and
creative director/consultant for hir...
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Who are you?
• You want to learn more about how to develop
winning creative
• You want be a better manager and...
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Before we begin…
• Judgment call
• The truth about evaluating creative…
• Backgrounds and introductions
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What...
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What do you think?
• What’s your overall reaction?
• Do you think it will work?
• What do you like?
• What ...
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The Truth about
Evaluating Creative
• You are an excellent judge of creative
• You are intuitive and thoug...
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Our goals for this creative
certificate program
Help you discover…
How to get the best creative work
What to ...
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• How can you tell if it will work in
advance?
• How to give useful and welcome
feedback
• Timing & Budget Qu...
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• Does it have to be new?
• Does it have to be different?
• What are some signs of good
creative?
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Does it ...
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Does it have to be different?
• Not for the sake of being different
• Good creative should tell you
someth...
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• But it should never, ever take away
from the message
• Or worse, send the wrong message
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7 Key
Elements
to Look For
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1. Does a
Big Idea
Burst Through?
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The first question to ask of any direct mail
piece, advertisement or pre...
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“Without a big idea,
your advertising will pass
like a ship in the night.”
-David Ogilvy
“In direct marketing...
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What is an Idea, anyway?
An idea is a change
“I have an idea; let’s do things the way
we’ve always done them ...
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Big idea:
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1700 Views!1700 views in the first couple of hours!
Over 3000  total views, and over 700 cases of wine sold .
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How do you know if it’s
a big idea?
Is it a new idea? Or new in this category?
Is it relevant to the produ...
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How do you know if it’s
a big idea?
Does it make you feel?
Emotion is stronger than logic
Is it credible? Do ...
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People have a hard time “getting” even
one thing
It’s not because they’re dumb; they’re
just busy
Make sure y...
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3. Is the Creative
Focused on
People?
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One of the great secrets...
Most companies focus on their
products.....
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Ancestry.com
The world’s largest genealogy
company
Has access to over 3 billion records,
and will help you se...
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But make them look good
Don’t show your prospects as
“dumb”
Don’t make fun of them…
Make them into heroes – l...
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4. Does it have
an arresting
Visual?
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The Power of Visual Thinking
People remember less than 10% of what
they’re told (and it’s always the wrong 10...
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Imagine a Harley
Davidson Motorcycle
parked inside a great
cathedral
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5. Does it have
a compelling
headline?
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Headlines are Critical
They should have your key benefit in them
80% of people read that – and nothing else
S...
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WFNX – 101.7
• Alternative Rock Station in Boston
• How can they capture the tone of
their station in a bi...
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6. Is it
involving?
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What Barnes & Nobles
knows
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3 Proven Ways to
Involve People in your
Advertising
Ask questions or quiz them
Use an involvement device
Use ...
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6. Is it
“campaignable?”
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“Campaignable?”
Is it just a one-shot, or can you build
a long term campaign around it?
Does it easily lend i...
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Multi-media campaign started right after conception
Turned all of Belgium into proud parents
Millions of peop...
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Kai‐Mook became the first elephant born on 
the internet on May 17, 2009 – weighing a 
healthy 100 kilograms....
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Absolut Best Campaign
First ad appeared in 1980; still going strong 1500+ ads later
Created by Geoff Hayes of...
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Judge for yourself:
Do these upcoming examples meet that list of 
criteria?...
• Big idea
• Single‐minded mes...
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Home entertainment: Comcast
• VIP invitation 
gets 
attention
• They flip it 
over…
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Home entertainment: C...
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• Challenge: Comcast high speed internet might at first not seem 
like entertainment as much as for email and...
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Did it fit these criteria?
Do you think it worked?
• Single‐minded message
• Focused on people
• Arresting vi...
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Isuzu Fleet campaign
• Targeted two
markets ONLY
• Created a
mailer for
each, that is
very specific to
that i...
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Isuzu Fleet campaign
• A dimensional package 
needs all the hardworking 
elements that traditional 
flat mail...
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Sent out 3000 boxes 
per targeted market
• Campaign cost $90,000
• We sold 140 trucks
• Bottom line ‐ $4.2 mi...
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One last example:
New Pig site re‐launch
Does it have…
• Single‐minded message
• Focused on people
• Arrestin...
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…so launching the site could not be a 
dull or pedestrian event…
• Customer expectations 
are high – New Pig ...
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Catalog wrap is essential because many 
don’t check their email
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Campaign targeted a 
hardworking audience...
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New Pig re‐launch campaign: 
does it meet our criteria?
• Single‐minded message
• Focused on people
• Arresti...
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General advertising influences attitude and 
awareness over time.
Direct marketing influences behavior 
i...
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Goal
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Get Response (lead gen or sell off page)
Reinforce & extend brand positioning
Primary Channels for T...
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Offline Advantages
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Tangible
Often more real estate
Less mailbox clutter
3D = high opening rate
Online Adv...
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How to give yourself an edge
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Study your mailbox/inbox for “repeats”
See what’s proven to work in the mark...
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Overarching Creative Guidelines
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Get to the point quickly
1 main message
Don’t risk confusing the audience...
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Overarching Creative Guidelines
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You‐oriented vs. Us‐oriented
Minimize “we, our, us, my, I, our company”
O...
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Overarching Creative Guidelines
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Benefits not features
Displays perfectly on any device – so 
you can easi...
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Overarching Creative Guidelines
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Tailor concept/message to audience
Segment and version
Personalized and r...
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Overarching Creative Guidelines
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Persuade vs. entertain
You have seconds to capture attention
Clarity trum...
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The Secret to Getting
Great Creative
Creative people always have choices. They can’t always
decide what they ...
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Briefly speaking
• Successful creative starts with a well thought-
out brief or Creative Strategy Form
• It d...
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Your Role in Briefing
Creative
To initiate the project and provide the
information necessary to complete it
T...
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The Role of Creatives
To represent the consumer’s point-of-view
To be an “expert” on their business – adverti...
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The
Death
of an Agency
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The Creative Strategy
Form
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The Creative Strategy Form
Every company has a different format
It is a blueprint of the job -- and a contrac...
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The Creative Strategy Form
1. Project Description
What are we doing? Why?
2. Objective
What are we trying to ...
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The Creative Strategy Form
5. Offer
What do they get?
What do they have to do to get it?
6. Key points
What o...
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Put time on your side…
You want to give creative people time to do their
best…
..but you also want your p...
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Think in stages
Ideally, you want them to come back with rough
ideas within 5-7 days
This keeps your project ...
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Reviewing the
Work
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Best Practices
Allow them to finish their presentation, before
you jump in
Start by ac...
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Be constructive
See the big picture first – don’t nitpick
Never get personal. Not “I don’t like that
headline...
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Never say “The client will never buy this…”
Don’t try to anticipate what others will say or
think; give y...
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How do you know
if it will work
before it goes out?
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“You cannot judge
direct marketing.
It judges you.”
-...
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Besides…
“Creative” packages don’t usually work
The “ugly” stuff almost always seems to win
Even the best wor...
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Checklist
12 questions to ask about
any creative execution
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1. Is it on strategy?
2. Is it appropriate to...
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5. Do the offer and main benefits
come through quickly and clearly?
6. Does the offer stand out?
7. Is it be...
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These are all the
ways to evaluate
creative for regular
advertising.
But direct marketing
has to work even
h...
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1. It must be 100% absolutely clear
• Above all, it must be clear and easy-
to-understand
• If people don’t ...
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3. Credibility is king
• We need to prove what we claim
• We must use numbers, specifics, facts, lists
• Tes...
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The rest of the
Scott’s LawnService
case-history
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What do you think?
• What’s your overall reaction?
• Which package did you like best?
• Which do you think w...
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Back to The Big Idea
• Big ideas are what’s needed to give a product or
service an advantage in the marketpl...
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David Ogilvy
sparks
intrigue with
a plain
white shirt
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Bill
Bernbach
turns the
tables on big
American
car...
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Name some big ideas…
• Can you name some big ideas that helped
a product or service rise above the rest?
• W...
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Thank you!
Alan Rosenspan,
Nancy Harhut &
Carol Worthington-Levy
See you tomorrow at
Part 2: Creative Rules ...
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In this session, we’ll…
• Reveal key elements of great copywriting that can 
jumpstart your success for all ...
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How to evaluate print creative
… and how to make YOURS more 
successful.
We’ll lead off with ‘our best effor...
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Case History
Silverleaf:
When branding simply
isn’t enough.
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Silverleaf is a luxury development by
DMB Re...
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Silverleaf’s branding agency built a story
of refinement and peace for the affluent
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Their target market ...
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• 12 x 16
• Heavy coated papers
for interior pages —
doubled up!
• Embossed
• Extra ink layers
• Special pap...
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• Often brand agencies
get so deep into the
concept of the brand
that they forget that
people ‘from the
outs...
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The branding agency didn’t understand
the need for effective direct marketing
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• Client then asked them t...
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• Used serif fonts, and no white type on black or gray
– only black type on light backgrounds
• Used more in...
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• Also printed on
Classic Columns to
match envelope
Letter is written
with respectful
but is warm and
friend...
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• Brand had indicated a vertical format — not
conducive to selling wide open spaces
Brochure: horizontal for...
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• We don’t love the balance
of BW/Color, or the
reversed type… but they
had already assigned it to
the brand...
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Nancy Harhut shares
a challenging print effort/campaign
(the 2012 Creative Slamdown World’s 
Greatest Creati...
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Product:
Life insurance from ADA Insurance Plans of Great‐
West Life
Target:
ADA dentists with coverage
Goal...
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• Parity product category
• Less expensive options available
• Must remain an ADA member ‐ $$$
Product Barri...
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• “Slide in under the radar” package
• Smart use of personalization
• Strong DR techniques
• Strategic use o...
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• “Slide in under the radar” package
• Smart use of personalization
• Strong DR techniques
• Strategic u...
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Alan Rosenspan shares
a challenging print effort/campaign
(the 2012 Creative Slamdown World’s 
Greatest Crea...
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Credit card trends
Credit card ownership is declining
29% report they do not own
Credit card usage is still ...
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Tactics
Direct marketing has to walk a balance
between leveraging the affinity and
showing all the benefits ...
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4-7 Different
Approaches
“Credit-Card
Centric”
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“You’ve Proven
Yourself”
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“Another
VPI Benefit”
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“Focus on
Rewards”
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“Emotional
Approach”
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What did
they pick?
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It should be about 10:00 …
Want to take a 10 minute break?
Nancy Harhut:
The Psychology Behind 
Copywriting ...
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Decision‐making 
Shortcuts
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Human Behavior
Triggers
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Principle of Reciprocity
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Availability Bias
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Social Proof
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Magnetic Middle
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Principle of Scarcity
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Storytelling
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Visual Tricks
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• An important driver to the web — because 
you NEED more than SEO
• Can provide more qualified leads when 
...
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7 handy points for keeping
your space advertising creative on track
353
Point 1:
The best visuals are the th...
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Don’t bother showing prospects something 
that impresses you and your peers.
You’re not the customer.
Find o...
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Maybe this?
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or this?
Super DUPER Bowl
Stop in Saturday morning and see the clearest most exciting
screen...
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Lands’ End promises
more than 
just warmth…
They use photography that really 
says ‘soft’ and use a phrase t...
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What if that same traveler sees this ad?
Why does this ad have more appeal?
• Eye‐catching presentation
• Th...
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Which Vacuum ad draws in more customers?
This one… or….
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… or this one?
• Mr. Oreck is a 
personification...
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A big idea 
can be very 
straightforward
• What does someone 
with pain crave?
• What kind of life do they 
...
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On the other hand…
• Hotels profit from family 
vacations (multiple rooms, 
meals, amenities etc.
• This app...
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B2B/B2C: Lands’ End promises good news
The promise to a 
road warrior that 
they’ll always look 
their best,...
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Point 3:
Take them by surprise…
intrigue them!
But again, make sure it’s
interesting to the reader
371
Suspe...
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Cheeky copy pushes all the right buttons!
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Key words: genuine, passionate, discovered, supplies will not ...
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How to get someone to consider a
vacation in freezing cold Churchill, Canada
The more specific you are to 
y...
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B2B:
If you’re a media 
buyer, this kooky 
scenario would stop 
you in your tracks
This ad’s point: Anyone —...
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Want to be a hero, like Sam?
• Who wouldn’t like to save 
their company or client 
$23,000 in postage?
• Wha...
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B2B:
Copy and image
show our
prospect as
a hero
Visual tells the story: 
‘The new Anritsu Site 
Master lasts...
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Product that’s hard 
to define? 
Tell the story simply
When telling about a software 
system that enables so...
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A story of how we almost lost our way…
• Xtime is the developer of a highly 
comprehensive customer service ...
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Brainstorm.
“Xtime is like…”
Xtime is like a finely tuned pit 
crew in Nascar… where each 
worker is expert ...
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But then, just in time, someone spoke up…
We put on the brakes and decided that the ad 
really could wait an...
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Point 6:
Size may not matter 
as much as you think
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Small space ads can pack a punch
• A $70 piece of jew...
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Small space ads can pack a punch
• Mini ad for the Mini Cooper
• They ‘toot their horn’ for 
winning a Consu...
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How a  few small space ads can dominate a spread
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Two 1/3 page ads and two 1/8 page ads
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Exploring new 
print media?
• Put your toe in the water 
with ads in a ‘marketplace’ 
or ‘directory’ in that...
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This ad is almost ALL offer
Rumored to be the
most successful
space ad Intuit ever
ran for Quickbooks
How do...
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Offers create a reason to 
start a conversation
• The offer is a FREE solutions
kit that is useful for anyon...
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Don’t hide your offer
• People miss 
offers that are 
hidden. 
• Use a banner. 
Use a burst. Do 
anything to...
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To this market, here’s the ultimate offer
This ad sells Praise and Worship 
tapes in a continuity series, to...
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Questions?
407
Time for 
Alan Rosenspan
5 Key drivers for your creative efforts
408
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Key Driver #1
IT MUST BE
OFFER‐CENTRIC
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Offer‐Centric?
• In most cases, it is more effective to sell the ...
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411
• None of these had an offer
Prior mail “controls”
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New ‘control’ 
by CWL TEAM
A DM package
Team was not able to 
talk them into an offer 
413
Next ‘control’ by...
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“Offers don’t work for us”
Correction: Bad offers don’t work.
Or
Offers don’t work if the audience is wrong/...
9/25/2013
209
417
418
9/25/2013
210
Key Driver #2
IT MUST BE 
ALL ABOUT BENEFITS
419
“The customer or prospect doesn’t 
give a damn about you, y...
9/25/2013
211
Determine your main benefit
• Definition of feature and benefit
• A feature is what your product is or does
...
9/25/2013
212
(How about the high price of a Porsche?)
You can turn almost 
anything 
into a benefit
9/25/2013
213
425
426
9/25/2013
214
How many features and
benefits can you think of for
an ordinary #2 pencil?
The Incredible Pencil Test
Rankin...
9/25/2013
215
Key Driver #3
IT MUST 
ADD VALUE
429
If the only time I ever hear from your company 
is when you want to sel...
9/25/2013
216
• Add valuable information
• Add tips or advice
• Add something that helps them
• Add something they didn’t ...
9/25/2013
217
9/25/2013
218
436
9/25/2013
219
Something that people just
can’t wait to open
Turn your direct mail package into a 
fortune cookie…
9/25/2013
220
9/25/2013
221
9/25/2013
222
Key Driver #4
IT MUST 
HAVE URGENCY
443
And in this uncertain economy…
People are deferring purchase decisio...
9/25/2013
223
Create urgency now!
Tell people what will happen if they don’t respond
Give them a deadline…
Use urgent lang...
9/25/2013
224
Psychology studies show…
People are more motivated by fear of loss 
than by the prospect of gain
447
448
9/25/2013
225
Key Driver #5
IT MUST 
BE TARGETED
449
450
9/25/2013
226
452
9/25/2013
227
453
454
9/25/2013
228
455
Copywriting and Concept Worksheet
Client or product __________________________________________ 
Product ...
9/25/2013
229
Lunch Time
See you at 1:00!
OR…
we’ll be doing critiques during lunch
Welcome to the DMA’s
Creative Certific...
9/25/2013
230
What ‘digital media’ are we 
talking about?
• Websites
• Email
• E‐newsletters
• Anything you want to talk a...
9/25/2013
231
Direct selling site comparison
Compare these designs…
• Note the format – two 
column or three 
column?
• Co...
9/25/2013
232
Special offer
• Upper left for ‘signup’ offer 
and 
‘search our site’…. PLUS…
• OFFER TEST 
(free tips vs. f...
9/25/2013
233
465
Consumer site: 
Niman Ranch Premium meats
• Every product photo leads 
to a purchase page
• More appetit...
9/25/2013
234
467
Navigation
Quick easy links help customer find exactly 
what they want — instantly 
Top section is for s...
9/25/2013
235
Homes in on specific 
products
Selling pages
One click, and they’re in their favorite
category of meat and r...
9/25/2013
236
How should a nonprofit site look? 
It depends on the goal …
• Direct donation site – keep 
it as simple as p...
9/25/2013
237
Making extra money on a nonprofit site
• LIVESTRONG started 
for 
fundraising/nonprofi
t but has now 
become...
9/25/2013
238
10 quick tips for 
more effective email creative
• Great copy is essential…
• …but there are other things th...
9/25/2013
239
2. Use interesting, varied subject lines
Market‐appropriate works better than generalized
If you only talk “...
9/25/2013
240
Here’s how to get your email opened
Lots of subject line variation keeps them on their toes
479
3. Test. Sug...
9/25/2013
241
Offer tests: Create offers your audience can’t resist
• Knowing your audience gives you better offer ideas
•...
9/25/2013
242
4. Keep brand consistent with voice and image
• A customer recognizes you immediately – credibility!
Here’s ...
9/25/2013
243
• JPGs and PNGs turn into big 
red x’s when they’re picked 
up as text
• This happens more often 
than you r...
9/25/2013
244
7. Spice up email with a variety of formats
• Different formats at different times 
enables you to send more...
9/25/2013
245
9. Try videos
Even if it seems like a lot of work…
Does it need to be made with super high production 
value...
9/25/2013
246
A top selling email with a video twist
• If a video is
creative, and
gets to the
point, it can
work even if
...
9/25/2013
247
10. Write a message that is compelling
• Do not believe that people 
don’t read emails
• …but keep the messa...
9/25/2013
248
Show them you know what they like!
• Get into the swing of the way 
your customer communicates
• Share with ...
9/25/2013
249
P.S. Hire a proofreader
Programmers and designers can’t spell. 
Errors like this may possibly be ignored — o...
9/25/2013
250
Which of these will make you more likely 
to do a favor for someone?
A:  They have the same eye color as you...
9/25/2013
251
Which of these statements is true?
A:  Thinking about your social security number impacts 
the amount you’ll...
9/25/2013
252
503
Mistake #2: 
Believe what people tell us
504
Shortcuts to decision‐making
9/25/2013
253
505
5 Sample Human Behavior Triggers
506
Trigger #1: 
The Principle of Consistency
9/25/2013
254
Big Billboard Experiment
76% agree to put 
sign on lawn
Why?
507
508
9/25/2013
255
509
510
9/25/2013
256
511
Trigger #2: 
Loss Aversion
512
9/25/2013
257
513
514
9/25/2013
258
515
Trigger #3: 
Cognitive Fluency
Hard to Read
516
9/25/2013
259
517
518
9/25/2013
260
519
520
Woes unite foes.
Woes unite enemies.
versus
9/25/2013
261
521
522
9/25/2013
262
523
524
Trigger #4: 
The Reason Why/Reason to Believe
9/25/2013
263
525
526
9/25/2013
264
527
528
9/25/2013
265
L
529
530
Trigger #5: 
Eye Magnet Words
9/25/2013
266
531
532
9/25/2013
267
533
534
9/25/2013
268
535
536
9/25/2013
269
Back to Alan:
Writing for the Web
537
Writing for the Web
• Anyone can write for the web, right?
• 182,000,0...
9/25/2013
270
What’s even worse...
• There’s actually very little writing on the web
• Let’s look at the most popular webs...
9/25/2013
271
541
What do we mean by winning?
• Websites with low bounce rates
• Websites that keep people reading and eng...
9/25/2013
272
543
…not in the traditional way
• They scan – not just at first, but continually
• They take in “nuggets” of...
9/25/2013
273
545
546
So you need 
to write how they read
9/25/2013
274
547
…not in the traditional way
• You don’t have a beginning, middle and an end
• Everything you write is a ...
9/25/2013
275
549
1. Be a Pied Piper
1. Highlight key words and benefits
2. Make them bold or BIGGER
3. Put them in anothe...
9/25/2013
276
551
2. Keep it short
• Give them the benefit or main idea quickly
• Give them a lot of ideas, let them decid...
9/25/2013
277
553
3. Use the hot spots
This is the area that your eye 
goes to first. It should have 
news, an offer, or t...
9/25/2013
278
555
Put key information
In boxes Or charts
To make it 
stand out
556
5. Write in different ways
• Write bene...
9/25/2013
279
557
6. Be Direct
• Tell people exactly what you want them to do, 
how and when
• Include multiple calls to a...
9/25/2013
280
Writing exceptional
e‐newsletters
Still the one…
• Best way to maintain customer
relationships
• Best way to...
9/25/2013
281
• Average time spent on newsletter 
• Percentage of people who fully read it
• When you add words, how much ...
9/25/2013
282
563
My newsletter…
• Written like a letter
• No graphics, 10-12 pages of just text
• Few links
564
9/25/2013
283
565
…but it proves a point
• 2600 people in 37 countries
• Less than 70 “opt outs” in 11 years
• Content is ...
9/25/2013
284
Write. Rewrite. Repeat
• “The first draft on anything is #@&%!”
— Ernest Hemingway
• “Only ambitious non‐ent...
9/25/2013
285
Thank You!
Visit AlanRosenspan.com
for 100 articles about direct marketing, 
A new blog, and to ‘link in’
Vi...
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Evaluating Creative

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Evaluating Creative

  1. 1. 9/25/2013 1 Welcome to the DMA’s Creative Certification Course Part One Evaluating Creative Wed., Oct. 16, 2013 — 1:00 to 4:30 pm Presented by Alan Rosenspan • Nancy Harhut • Carol Worthington-Levy • How to Evaluate Creative • How to Get Great Print Work • How to Get Great Digital Work • Questions & Answers throughout, breaks as needed 2 Scope of the Course
  2. 2. 9/25/2013 2 Alan Rosenspan Creative director in three countries, for O&M and Digitas My teams have won over 100 Awards – including 20 DMA Echo Awards for results. More importantly, a working creative director and direct marketing consultant Client list has included American Express, Ancestry.com, Bank of America, Capital One, Embrace Home Loans, Humana, HSBC, Life Line Screening, Oreck, Princess Lines, Scotts Lawn Service, Viking River Cruises, many others 3 Nancy Harhut • Chief Creative Officer, Wilde Agency • Decidedly strategy‐minded, results‐oriented • Nationally recognized for best‐in‐class creative.  • She and her teams have won over 150 awards for direct  marketing effectiveness. • More than 20 years of senior creative management  experience honed Digitas • Clients have included Dell, IBM, Novartis, House of Seagram,  Bank of America, AT&T, American Express, Sheraton, GM,  and more. She’s an in‐demand speaker at DMA and other  marketing conferences. 4
  3. 3. 9/25/2013 3 Carol Worthington-Levy Wears three hats – Design/art director, writer and creative director/consultant for hire A stickler for responsive creative: has read it all, tested it all, and even attended a seminar in Switzerland to learn what will encourage response… or crush it! Was a business partner in a multichannel marketing agency, which she and partners sold to Merkle in 2010 Possibly one of the only 8-time individual DMA Echo winner in 3 categories: Mail, Catalog and Online/digital Clients: AAA Auto Clubs, 5.11 Tactical, Adventures Cross Country  teen travel, Allstate, Wine of the Month Club, Jacuzzi, Niman Ranch  premium meats, Comcast, American Isuzu, Intuit, BMW, Dish,  DHC Cosmetics, Hewlett‐Packard, and more 5 We’re in the trenches, just like you! We are all working creative directors and direct marketing consultants We are all teachers and students of direct marketing We all believe in great creative work 6
  4. 4. 9/25/2013 4 Who are you? • You want to learn more about how to develop winning creative • You want be a better manager and motivator of your team or your agency • You want to be able to better evaluate creative before investing a lot of time and money 7 Introductions • Your name and what you do • You biggest challenge… • What makes you unique? “I think I am the only person in this room who…” 8
  5. 5. 9/25/2013 5 Before we begin… • Judgment call • The truth about evaluating creative… • Backgrounds and introductions 9 What do you think? 10
  6. 6. 9/25/2013 6 11 12
  7. 7. 9/25/2013 7 13 14
  8. 8. 9/25/2013 8 15 What do you think? • What’s your overall reaction? • Do you think it will work? • What do you like? • What do you think might be improved, or what would you do different? 16
  9. 9. 9/25/2013 9 17 18
  10. 10. 9/25/2013 10 19 20
  11. 11. 9/25/2013 11 21 The Truth about Evaluating Creative • You are an excellent judge of creative • You are intuitive and thoughtful… • …when you stop to actually think about it in a critical way 22
  12. 12. 9/25/2013 12 Our goals for this creative certificate program Help you discover… How to get the best creative work What to look for; what to watch out for Provide a Checklist for “How to Evaluate Creative” Offer ideas for how to motivate people to do their best work for you. 23 Section 1: How to Get The Best Creative Work 24
  13. 13. 9/25/2013 13 • How can you tell if it will work in advance? • How to give useful and welcome feedback • Timing & Budget Questions 25 First, a definition What is the best creative work? You’re not looking for work that makes you laugh, or may win an award show You’re looking for creative work that’s going to generate response 26
  14. 14. 9/25/2013 14 • Does it have to be new? • Does it have to be different? • What are some signs of good creative? 27 Does it have to be new? • Not for the sake of being new • New in this category • It must be relevant to the product and the market 28
  15. 15. 9/25/2013 15 29 Does it have to be different? • Not for the sake of being different • Good creative should tell you something you don’t know… • …or make you think of something in a new or different way 30
  16. 16. 9/25/2013 16 31 32
  17. 17. 9/25/2013 17 • But it should never, ever take away from the message • Or worse, send the wrong message 33 34
  18. 18. 9/25/2013 18 7 Key Elements to Look For 36
  19. 19. 9/25/2013 19 1. Does a Big Idea Burst Through? 37 The first question to ask of any direct mail piece, advertisement or press release 38
  20. 20. 9/25/2013 20 “Without a big idea, your advertising will pass like a ship in the night.” -David Ogilvy “In direct marketing, the ship will sink.” 39 Why are big ideas so important? A big idea cuts through the clutter A big idea can multiply your success 10 times over You only need one It costs more to do a bad idea than to do a big idea 40
  21. 21. 9/25/2013 21 What is an Idea, anyway? An idea is a change “I have an idea; let’s do things the way we’ve always done them before!” The bigger the change, the bigger the idea 41 Letter to Ministers in Germany They were concerned about declining church attendance They wanted to “wake up” ministers – and invite them to a discussion about the problems They used a very simple letter – with just one sentence! 42
  22. 22. 9/25/2013 22 43 44
  23. 23. 9/25/2013 23 45 46
  24. 24. 9/25/2013 24 47 48
  25. 25. 9/25/2013 25 49 50 Big idea:
  26. 26. 9/25/2013 26 1700 Views!1700 views in the first couple of hours! Over 3000  total views, and over 700 cases of wine sold .
  27. 27. 9/25/2013 27 53 54
  28. 28. 9/25/2013 28 55 56
  29. 29. 9/25/2013 29 57 How do you know if it’s a big idea? Is it a new idea? Or new in this category? Is it relevant to the product? Does it make you think? Not “what are they talking about?” but about your relationships, your job, your life, your future… 58
  30. 30. 9/25/2013 30 How do you know if it’s a big idea? Does it make you feel? Emotion is stronger than logic Is it credible? Do you believe it? Does it stand out from others in it’s category? 59 2. Does a single-minded message come through? 60
  31. 31. 9/25/2013 31 People have a hard time “getting” even one thing It’s not because they’re dumb; they’re just busy Make sure your message breaks through the clutter – by focusing on one message 61 The “Bed of Nails” Approach 62
  32. 32. 9/25/2013 32 63 64
  33. 33. 9/25/2013 33 3. Is the Creative Focused on People? 65 One of the great secrets... Most companies focus on their products...or worse, themselves The best companies focus on their prospects and customers 66
  34. 34. 9/25/2013 34 Ancestry.com The world’s largest genealogy company Has access to over 3 billion records, and will help you search Their most successful direct mail and e-mail 67 68
  35. 35. 9/25/2013 35 69 70
  36. 36. 9/25/2013 36 But make them look good Don’t show your prospects as “dumb” Don’t make fun of them… Make them into heroes – like Kodak 71 72
  37. 37. 9/25/2013 37 73 74
  38. 38. 9/25/2013 38 75 75 76
  39. 39. 9/25/2013 39 77 4. Does it have an arresting Visual? 78
  40. 40. 9/25/2013 40 The Power of Visual Thinking People remember less than 10% of what they’re told (and it’s always the wrong 10%) “Follow my directions carefully” People remember more than 50% of what they see They even make it up - to fill in the gaps 79 Show and tell Show me what you’ve got Show me what you’re made of “Show me the money” 80
  41. 41. 9/25/2013 41 81 82
  42. 42. 9/25/2013 42 83 84
  43. 43. 9/25/2013 43 85 Imagine a Harley Davidson Motorcycle parked inside a great cathedral 86
  44. 44. 9/25/2013 44 87 88
  45. 45. 9/25/2013 45 89 5. Does it have a compelling headline? 90
  46. 46. 9/25/2013 46 Headlines are Critical They should have your key benefit in them 80% of people read that – and nothing else Subject line in e-mail even more important Johnson box serves the same purpose 91 92
  47. 47. 9/25/2013 47 93 WFNX – 101.7 • Alternative Rock Station in Boston • How can they capture the tone of their station in a billboard? 94
  48. 48. 9/25/2013 48 95 96
  49. 49. 9/25/2013 49 6. Is it involving? 97 What Barnes & Nobles knows 98
  50. 50. 9/25/2013 50 3 Proven Ways to Involve People in your Advertising Ask questions or quiz them Use an involvement device Use the word “you” – a lot 99 100
  51. 51. 9/25/2013 51 101 102
  52. 52. 9/25/2013 52 103 104
  53. 53. 9/25/2013 53 105 106
  54. 54. 9/25/2013 54 107 108
  55. 55. 9/25/2013 55 109 6. Is it “campaignable?” 110
  56. 56. 9/25/2013 56 “Campaignable?” Is it just a one-shot, or can you build a long term campaign around it? Does it easily lend itself to other media? A big idea can last for years… 111 Antwerp Zoo in Belgium was looking to boost attendance Their elephant got pregnant Send out a birth announcement? …or create a campaign? 112
  57. 57. 9/25/2013 57 113 114
  58. 58. 9/25/2013 58 Multi-media campaign started right after conception Turned all of Belgium into proud parents Millions of people followed her 22 month development from inception to birth – including her first ultrasound photograph! Congratulations, it’s an elephant! 115 116
  59. 59. 9/25/2013 59 Kai‐Mook became the first elephant born on  the internet on May 17, 2009 – weighing a  healthy 100 kilograms.  Zoo attendance more than doubled – over  300,000 new visitors 117 118
  60. 60. 9/25/2013 60 Absolut Best Campaign First ad appeared in 1980; still going strong 1500+ ads later Created by Geoff Hayes of TBWA Ads have become collector’s items; thousands of people write in requesting their favorite Rolled out “In an Absolute World” in 2007 119 120
  61. 61. 9/25/2013 61 121 122
  62. 62. 9/25/2013 62 123 124
  63. 63. 9/25/2013 63 125 126
  64. 64. 9/25/2013 64
  65. 65. 9/25/2013 65 Judge for yourself: Do these upcoming examples meet that list of  criteria?... • Big idea • Single‐minded message • Focused on people • Arresting visual • Compelling headline • Involving • Campaignable 129 Comcast … see if this mailer meets  the criteria • Single‐minded message • Focused on people • Arresting visual • Compelling headline • Involving • Campaignable 130
  66. 66. 9/25/2013 66 Home entertainment: Comcast • VIP invitation  gets  attention • They flip it  over… 131 Home entertainment: Comcast • Concept:  you can  have your  own private  film festival  in your  home  — how??... 132
  67. 67. 9/25/2013 67 • Challenge: Comcast high speed internet might at first not seem  like entertainment as much as for email and website access. But  Comcast wanted to position it as a way to download movies 133 • This  positions  the reader  as a VIP  when they  get  Comcast  high  speed  internet 134
  68. 68. 9/25/2013 68 Did it fit these criteria? Do you think it worked? • Single‐minded message • Focused on people • Arresting visual • Compelling headline • Involving • Campaignable 135 Isuzu B2B mailing: does this meet the  criteria too? • This Isuzu truck is a huge seller • It’s especially well sized for two  industries: light construction,  and the food industry • Challenges: how to get  companies with fleets to  consider buying several instead  of just one • Budget $90,000 136
  69. 69. 9/25/2013 69 Isuzu Fleet campaign • Targeted two markets ONLY • Created a mailer for each, that is very specific to that industry • This one is light construction: This truck can carry “6000 pounds of cement” 137 Isuzu Fleet campaign • This truck can carry about 6,000 lbs of cement – sized specifically for typical construction load • Of course it’s absurd – the box is 12 in. wide 138
  70. 70. 9/25/2013 70 Isuzu Fleet campaign • A dimensional package  needs all the hardworking  elements that traditional  flat mail does! 139 “500 gallons of Tomato Paste enclosed” • This one is  for the food  service  industry • Typical load  for this  industry  would be  500 gallons  of tomato  paste 140
  71. 71. 9/25/2013 71 Sent out 3000 boxes  per targeted market • Campaign cost $90,000 • We sold 140 trucks • Bottom line ‐ $4.2 million in sales • New leads generated for future contact • Huge ROI 141 Isuzu B2B fleet mailing: does it meet  our criteria? • Single‐minded message • Focused on people • Arresting visual • Compelling headline • Involving • Campaignable 142
  72. 72. 9/25/2013 72 One last example: New Pig site re‐launch Does it have… • Single‐minded message • Focused on people • Arresting visual • Compelling headline • Involving • Campaignable 143 New Pig needed to launch their new and improved website. • New Pig has goods to help control chemical  and water spills — including the “pig” 144 They have developed a kooky persona with  catalogs with pigs on them, and their Leak and  Spill catalog featuring Sparky, a cartoon pig  with a hardhat • An improved website gives them another  reason to contact customers and get them  to re‐register in the updated system
  73. 73. 9/25/2013 73 …so launching the site could not be a  dull or pedestrian event… • Customer expectations  are high – New Pig  customers expect to see  an event turn into a ‘PIG”  event! • Step 1 Email… 145 Landing page pays off and generates  excitement about the new site… 146
  74. 74. 9/25/2013 74 Catalog wrap is essential because many  don’t check their email 147 Campaign targeted a  hardworking audience  who loves a humorous  break from the serious  subject of chemical spills  and hazardous waste! 148 Mouse pad  with contact  info
  75. 75. 9/25/2013 75 New Pig re‐launch campaign:  does it meet our criteria? • Single‐minded message • Focused on people • Arresting visual • Compelling headline • Engaging • Campaignable – well, yes, it IS a campaign… 149 Make People Do What  You Want Them To (Nancy Harhut on Insider tips on the power of direct  marketing creative)
  76. 76. 9/25/2013 76 151 General advertising influences attitude and  awareness over time. Direct marketing influences behavior  immediately. Direct Marketing 152 Targeted Measurable Action‐oriented (CTA)
  77. 77. 9/25/2013 77 Goal 153 Get Response (lead gen or sell off page) Reinforce & extend brand positioning Primary Channels for Today’s Discussion 154 Direct mail Email
  78. 78. 9/25/2013 78 Offline Advantages 155 Tangible Often more real estate Less mailbox clutter 3D = high opening rate Online Advantages 156 Quicker to produce & measure Easier & cheaper to modify between rounds Click to respond OLA = animated, dynamic
  79. 79. 9/25/2013 79 How to give yourself an edge 157 Study your mailbox/inbox for “repeats” See what’s proven to work in the marketplace Read the masters John Caples “Tested Advertising Methods” David Ogilvy “Ogilvy on Advertising” H.G. Lewis “Effective Email Marketing” Follow the trades Test, test, test 158 Overarching Creative Guidelines
  80. 80. 9/25/2013 80 Overarching Creative Guidelines 159 Get to the point quickly 1 main message Don’t risk confusing the audience Overarching Creative Guidelines 160 Pop the offer And the deadline
  81. 81. 9/25/2013 81 Overarching Creative Guidelines 161 You‐oriented vs. Us‐oriented Minimize “we, our, us, my, I, our company” Overarching Creative Guidelines 162 Appeal to human motivators Save $$ Save time Self‐improvement Feel special/recognized Look good to others Feel smart Make life easier Discover new things Feel safe
  82. 82. 9/25/2013 82 Overarching Creative Guidelines 163 Benefits not features Displays perfectly on any device – so  you can easily read wherever and  whenever you want Overarching Creative Guidelines 164 Remove risk Guarantees Free Trials Proof points 3rd party endorsements Testimonials 
  83. 83. 9/25/2013 83 Overarching Creative Guidelines 165 Tailor concept/message to audience Segment and version Personalized and relevant Acknowledge previous behavior Overarching Creative Guidelines 166 Know target’s main objection and how to  overcome it Build in your best sales argument
  84. 84. 9/25/2013 84 Overarching Creative Guidelines 167 Persuade vs. entertain You have seconds to capture attention Clarity trumps cute and clever Overarching Creative Guidelines 168 Strong CTAs Visually prominent Repeated Make ordering easy
  85. 85. 9/25/2013 85 The Secret to Getting Great Creative Creative people always have choices. They can’t always decide what they will work on; but they can always decide how much of their effort and heart they will put into their work. Your goal is to make them want to go that extra step for your projects, your product , your company – and of course, for you. 169 Where the Best Creative Work Begins 170
  86. 86. 9/25/2013 86 Briefly speaking • Successful creative starts with a well thought- out brief or Creative Strategy Form • It doesn’t end there – but it starts there • The more time and effort you put into your brief – the more likely you are to get effective work 171 The Briefing Meeting • A brief should never simply be handed-out or e-mailed. • It should be an interactive process; with the final brief emerging from the meeting • You need to encourage comments and questions – and get the answers as soon as possible 172
  87. 87. 9/25/2013 87 Your Role in Briefing Creative To initiate the project and provide the information necessary to complete it To be an “expert” on your business; or to get the answers they need before the work is completed To be open to new ideas and solutions To give constructive and specific feedback to help improve the work (when necessary) 173 Not Your Role To dictate the work To withhold information or fail to provide it on a timely basis To not have the answers To create false deadlines or emergencies To abuse creatives in any way, shape or form 174
  88. 88. 9/25/2013 88 The Role of Creatives To represent the consumer’s point-of-view To be an “expert” on their business – advertising and direct marketing …and to become an “expert” on the clients business To come up with big ideas 175 Not the Role of Creatives To give the client only what they asked for… To postpone the work and do a last-minute scramble To give up, or do less than their best To think that that account people, or clients, aren’t smart or good at their jobs 176
  89. 89. 9/25/2013 89 The Death of an Agency 177 The Creative Strategy Form 178
  90. 90. 9/25/2013 90 The Creative Strategy Form Every company has a different format It is a blueprint of the job -- and a contract It should be developed, agreed on and signed by everyone involved in the project - particularly the most senior person It can be used to evaluate work It has to be simple, understandable – not just filled with jargon 179 180
  91. 91. 9/25/2013 91 The Creative Strategy Form 1. Project Description What are we doing? Why? 2. Objective What are we trying to achieve? What do we want people to do? Be as specific and realistic as possible 3. Target Audiences The more specific, the better 181 The Creative Strategy Form 4. Main message and proof What is the single most important reason that someone will buy our product or respond to our mailing? Why should anyone believe you…? 182
  92. 92. 9/25/2013 92 The Creative Strategy Form 5. Offer What do they get? What do they have to do to get it? 6. Key points What other benefits do we need to communicate? 7. Ways to Respond Did we make it easy? Did we give them a choice? 8. Tone and Manner Consistent with the product? 183 The Creative Strategy Form 9. Mandatories Legal, logo, etc. 10. Budget How much do we have? Let the value of the customer drive the budget 11. Schedule How much time is left?!!!! 184
  93. 93. 9/25/2013 93 185 Put time on your side… You want to give creative people time to do their best… ..but you also want your project to stay top-of- mind Plus you don’t want them to forget anything, or worse, do it at the last-minute 186
  94. 94. 9/25/2013 94 Think in stages Ideally, you want them to come back with rough ideas within 5-7 days This keeps your project fresh in their minds and motivates them to get started right away After this first meeting, you can give them more time to refine, make changes, add to the mix 187 Two questions you must answer 12. What is the target market currently using/doing? Understand their mindset Are they using a competitive product? Making do without? Why should they switch to yours? 13. “You know you need it when…” When does someone know they need your product? Puts you in their shoes Identifies points of pain You’re looking for agreement... 188
  95. 95. 9/25/2013 95 Reviewing the Work 189 Best Practices Allow them to finish their presentation, before you jump in Start by acknowledging how much work has been done, and what you like Review the brief to make sure that everything important has been addressed 190
  96. 96. 9/25/2013 96 Be constructive See the big picture first – don’t nitpick Never get personal. Not “I don’t like that headline” but “Does this headline have the main benefit?” Go through the Checklist with them 191 Moving ahead Take the time to provide thoughtful, useful feedback This is your first exposure to the work; they have been at it for days Resist the urge to change for change’s sake 192
  97. 97. 9/25/2013 97 193 Never say “The client will never buy this…” Don’t try to anticipate what others will say or think; give your own opinion Remember you are all on the same side 194
  98. 98. 9/25/2013 98 How do you know if it will work before it goes out? 195 “You cannot judge direct marketing. It judges you.” - Denny Hatch 196
  99. 99. 9/25/2013 99 Besides… “Creative” packages don’t usually work The “ugly” stuff almost always seems to win Even the best work seems to produce a disappointingly low response 197 How do you know…? The only guarantee in direct marketing is a moneyback guarantee It can be very surprising what works and what doesn’t However, if you use the following checklist, you will maximize the probability of success 198
  100. 100. 9/25/2013 100 Checklist 12 questions to ask about any creative execution 199 1. Is it on strategy? 2. Is it appropriate to the product and the positioning? 3. Is there a big idea? Does it come through? 4. Does it have a striking visual or graphic? 200
  101. 101. 9/25/2013 101 5. Do the offer and main benefits come through quickly and clearly? 6. Does the offer stand out? 7. Is it believable? Are claims supported with facts or testimonials? Is there a guarantee? 8. Does it include a strong call to action in every element? 201 9. Does it make you think or make you feel 10. Will it stand out from others in this category? 11. Are all the elements working as hard as they can for you? 12. The big question: would you respond? 202
  102. 102. 9/25/2013 102 These are all the ways to evaluate creative for regular advertising. But direct marketing has to work even harder 203 We have to get people to act Go to our website Call a toll-free number Send in an application or response form Bring something into a store 204
  103. 103. 9/25/2013 103 1. It must be 100% absolutely clear • Above all, it must be clear and easy- to-understand • If people don’t “get it” – you lose • You need to be direct in direct marketing 205 2. It must have a compelling offer • “If you want to dramatically improve your response, you must improve your offer” – Axel Anderson • They must know exactly what you want them to do, and how • They must have an urgent reason to act now 206
  104. 104. 9/25/2013 104 3. Credibility is king • We need to prove what we claim • We must use numbers, specifics, facts, lists • Testimonials are critical • One false note can kill response 207 208
  105. 105. 9/25/2013 105 The rest of the Scott’s LawnService case-history 209 210
  106. 106. 9/25/2013 106 211 212
  107. 107. 9/25/2013 107 213 214
  108. 108. 9/25/2013 108 215 216
  109. 109. 9/25/2013 109 217 218
  110. 110. 9/25/2013 110 219 220
  111. 111. 9/25/2013 111 221 222
  112. 112. 9/25/2013 112 What do you think? • What’s your overall reaction? • Which package did you like best? • Which do you think worked best? • Why? 223 We told you that you’re an excellent judge of creative! 224
  113. 113. 9/25/2013 113 Back to The Big Idea • Big ideas are what’s needed to give a product or service an advantage in the marketplace • Every good product has a USP – Unique Selling Proposition. • This USP is one way to find your way to your Big Idea. • For example… 225 John Caples encourages a prospect to impress their friends 226
  114. 114. 9/25/2013 114 David Ogilvy sparks intrigue with a plain white shirt 227 Bill Bernbach turns the tables on big American cars 228
  115. 115. 9/25/2013 115 Name some big ideas… • Can you name some big ideas that helped a product or service rise above the rest? • What comes to mind? 229 Workshop segment: Create your OWN big idea • Who would want your product or service? • What are your product’s features and benefits that make it worth having and using? • What is your product’s Unique Selling Proposition… that is, what makes your product different and better than all others? • How could you describe or illustrate this to have immediate meaning to your customer? • Brainstorm with the person next to you to discuss these questions for 10 minutes each… and then we’ll discuss a few of your ideas. 230
  116. 116. 9/25/2013 116 Thank you! Alan Rosenspan, Nancy Harhut & Carol Worthington-Levy See you tomorrow at Part 2: Creative Rules that Work for Print Thursday Oct 17, 2012 — 8:30am - 12:00pm 231 Welcome to the DMA’s Creative Certification Course Part Two Great Print: Evaluate Creative for Mail,  Space Ads and More Thursday, Oct. 17, 2013 ; 8:30am ‐ 12:00pm Presented by Alan Rosenspan • Nancy Harhut • Carol Worthington-Levy
  117. 117. 9/25/2013 117 In this session, we’ll… • Reveal key elements of great copywriting that can  jumpstart your success for all print, mail and even  digital advertising. • Share the drivers of both effective direct mail and  print advertising • Show you how to create more effective advertising  and concepts that will get attention and sell your  products and services 233 But before we do that – did anyone do the homework? • Share your Big Idea: tell us what product or service  you need to promote, and then how you could  promote it using a Big Idea. 234
  118. 118. 9/25/2013 118 How to evaluate print creative … and how to make YOURS more  successful. We’ll lead off with ‘our best efforts’ – some challenges we faced, and bested! 235 On to session 2… Carol Worthington‐Levy shares a challenging print effort/campaign 236
  119. 119. 9/25/2013 119 Case History Silverleaf: When branding simply isn’t enough. 237 Silverleaf is a luxury development by DMB Realty 238
  120. 120. 9/25/2013 120 Silverleaf’s branding agency built a story of refinement and peace for the affluent 239 Their target market was well-defined: • The penta-millionaire who wants a home for living and entertaining • A C-level business person or celebrity • They demand the highest-end shopping and dining • They crave privacy and security • They love both a luxurious and a casual lifestyle It’s a world unto itself! 240 Silverleaf even has… • Its own school, inside the property gates • an air strip for Silverleaf homeowners and their  guests • A world‐class golf course designed by one of the  great course designers of this generation
  121. 121. 9/25/2013 121 • 12 x 16 • Heavy coated papers for interior pages — doubled up! • Embossed • Extra ink layers • Special papers • Cost per brochure about $10 apiece Collateral they developed — and intended to use in direct marketing 241 • TIP: Crop with care! When connecting to any audience, never crop photos to cut the eyes off • Reader gravity: people look at a spread ‘right page first’ – and hardly look at left side Collateral looks sumptuous and rich, but detached 242
  122. 122. 9/25/2013 122 • Often brand agencies get so deep into the concept of the brand that they forget that people ‘from the outside’ are seeing it Beautiful black and white images of cacti, almost abstract 243 Their plan… • To take this piece and mail it to prospects 244
  123. 123. 9/25/2013 123 The branding agency didn’t understand the need for effective direct marketing 245 • Client then asked them to do a postcard but it failed. • They were so tied to their brand elements and story that they  couldn’t develop an effort that was warm and inviting, rather  than all about exclusivity. • They didn’t know how to build affordable mail that still said  ‘luxury’ — limited production experience • In the long run — as much as we all love beauty and luxury — they have to sell the properties! • Mail can be very effective to the affluent audience — even if it’s not ultra-expensive • ROI is an essential component to any successful marketing program — and mail continues to pull the best ROI of any media in a prospecting environment Is it weak or bad to compromise “brand standards” to build responsive efforts? 246
  124. 124. 9/25/2013 124 • Used serif fonts, and no white type on black or gray – only black type on light backgrounds • Used more interesting, but less expensive paper • Used more color photography, less BW • Changed the copy, to be friendlier and less aloof • Tried a number of different offers, including tickets to weekend cultural events at Silverleaf, golf with a Silverleaf representative at the Silverleaf golf course, and more What did we change to make their efforts more effective? 247 • Flat white envelopes often don’t get the attention that a textured or color envelope does • Ready-made envelopes are almost impossible to find in anything interesting. We manufactured it in Classic Columns paper. Silverleaf direct mail: OE has texture to intrigue the fingertips 248http://www.neenahpaper.com/FinePaper/CLASSICCOLUMNSPapers
  125. 125. 9/25/2013 125 • Also printed on Classic Columns to match envelope Letter is written with respectful but is warm and friendly 249 • The black and white photos are only kept as secondary accents • Brand group kept thinking we were selling lifestyle – but in the long run we’re selling property Brochure: used color to show the beauty of the property 250
  126. 126. 9/25/2013 126 • Brand had indicated a vertical format — not conducive to selling wide open spaces Brochure: horizontal format plays up the countryside and golf course 251 • Highly personalized • Envelope provides privacy when they return it • This is a good place to highlight an offer Reply card and reply envelope 252
  127. 127. 9/25/2013 127 • We don’t love the balance of BW/Color, or the reversed type… but they had already assigned it to the brand group Website and landing page 253 Results: • DMB Realty has nearly sold out of their $1million+ homesites during one of the worst economic slumps of the century (note, homes mandated to be 5 to 7 million to build!) • They have gone on to develop semi custom and other housing units on the property — such as $1 million townhomes — which also have been selling extremely well. Regarded as a huge success! Questions? 254
  128. 128. 9/25/2013 128 Nancy Harhut shares a challenging print effort/campaign (the 2012 Creative Slamdown World’s  Greatest Creative Award Winner!) 255 Creative Challenge: Sell life  insurance to dentists 256
  129. 129. 9/25/2013 129 Product: Life insurance from ADA Insurance Plans of Great‐ West Life Target: ADA dentists with coverage Goal: Sell more life insurance to them 257 • Don’t want to think about it • Assume they’re “all set” • Limited, frequently‐ mailed audience Audience Barriers 258
  130. 130. 9/25/2013 130 • Parity product category • Less expensive options available • Must remain an ADA member ‐ $$$ Product Barriers  259 • No agents – only sold direct • No one‐stop shopping • Daunting application Process Barriers 260
  131. 131. 9/25/2013 131 • “Slide in under the radar” package • Smart use of personalization • Strong DR techniques • Strategic use of the Magnetic Middle The Solution? 261 262
  132. 132. 9/25/2013 132 263 264
  133. 133. 9/25/2013 133 265 • “Slide in under the radar” package • Smart use of personalization • Strong DR techniques • Strategic use of the Magnetic Middle 459% LIFT OVER THE CONTROL Did it work? 266
  134. 134. 9/25/2013 134 Alan Rosenspan shares a challenging print effort/campaign (the 2012 Creative Slamdown World’s  Greatest Creative Award Winner!) 267 Affinity Marketing Credit cards created for members of organizations, unions, universities, sports teams and other shared interest groups This program was for VPI Pet Insurance owners Largest pet insurance company in U.S.; recommended by 9 out of 10 veterinarians
  135. 135. 9/25/2013 135 Credit card trends Credit card ownership is declining 29% report they do not own Credit card usage is still strong 500+ million VISA cards in force in the U.S. Average American has 13 credit obligations Including store cards, loans, etc. What usually works Leveraging the existing relationship – the emotional value of the affinity Affinity marketing adds credibility Affinity members are much more likely to open targeted direct mail, and are more receptive There’s a reason you are receiving this…
  136. 136. 9/25/2013 136 Tactics Direct marketing has to walk a balance between leveraging the affinity and showing all the benefits of the card …but we’re talking about people’s pets! Wonderful visual opportunities The Existing Control Is that the best they could do?
  137. 137. 9/25/2013 137 274
  138. 138. 9/25/2013 138
  139. 139. 9/25/2013 139 4-7 Different Approaches “Credit-Card Centric”
  140. 140. 9/25/2013 140
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  142. 142. 9/25/2013 142
  143. 143. 9/25/2013 143 “You’ve Proven Yourself”
  144. 144. 9/25/2013 144
  145. 145. 9/25/2013 145 “Another VPI Benefit”
  146. 146. 9/25/2013 146
  147. 147. 9/25/2013 147 “Focus on Rewards”
  148. 148. 9/25/2013 148 296
  149. 149. 9/25/2013 149
  150. 150. 9/25/2013 150 299
  151. 151. 9/25/2013 151 “Emotional Approach”
  152. 152. 9/25/2013 152
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  154. 154. 9/25/2013 154 What did they pick?
  155. 155. 9/25/2013 155 It should be about 10:00 … Want to take a 10 minute break? Nancy Harhut: The Psychology Behind  Copywriting that Sells
  156. 156. 9/25/2013 156 311 312
  157. 157. 9/25/2013 157 313 314 Decision‐making  Shortcuts
  158. 158. 9/25/2013 158 315 Human Behavior Triggers 316 Principle of Reciprocity
  159. 159. 9/25/2013 159 317 318
  160. 160. 9/25/2013 160 319 320 Availability Bias
  161. 161. 9/25/2013 161 321 322
  162. 162. 9/25/2013 162 323 324 Social Proof
  163. 163. 9/25/2013 163 325 326
  164. 164. 9/25/2013 164 327 328
  165. 165. 9/25/2013 165 329 Magnetic Middle 330
  166. 166. 9/25/2013 166 331 332
  167. 167. 9/25/2013 167 333 Principle of Scarcity 334
  168. 168. 9/25/2013 168 335 336
  169. 169. 9/25/2013 169 337 338
  170. 170. 9/25/2013 170 339 340
  171. 171. 9/25/2013 171 341 342 Storytelling
  172. 172. 9/25/2013 172 343 344
  173. 173. 9/25/2013 173 345 346 Visual Tricks
  174. 174. 9/25/2013 174 347 348
  175. 175. 9/25/2013 175 349 350
  176. 176. 9/25/2013 176 • An important driver to the web — because  you NEED more than SEO • Can provide more qualified leads when  you’re prospecting • Gives you a way to test markets for possible  mailing in the future Concepts in action: Space advertising 351 • Designers, in particular, like to create bold  visual statements in space ads • But ‐ If the customer has to think for more  than a moment, the message won’t get  through… no matter how flashy you are • In a matter of seconds, you can lose them…  or you can reel them in! Space advertising is more challenging than  most realize  352
  177. 177. 9/25/2013 177 7 handy points for keeping your space advertising creative on track 353 Point 1: The best visuals are the things your customer is most interested in. 354
  178. 178. 9/25/2013 178 Don’t bother showing prospects something  that impresses you and your peers. You’re not the customer. Find out what your customer loves. (Don’t assume you know – research!) 355 Does this make you want to buy  a big screen TV? Question: What would inspire YOU to buy one? 356
  179. 179. 9/25/2013 179 Maybe this? 357 or this? Super DUPER Bowl Stop in Saturday morning and see the clearest most exciting screen definition EVER—on the Sony 80-inch. Plus we’re taking $500 off the price, for 3 hours ONLY. Buy it Saturday by noon, we deliver it Saturday night. Then, on Sunday, watch the game with your lucky, envious friends. It’s better than being on the field. And it’s sure as hell better than freezing on the top row of the stands. Jack’s TV and Electronics 12345 James Lane 800‐543‐8765 FREE DELIVERY  Saturday night When you order by noon  on Saturday Super DUPER Bowl $500 savings Saturday From 10 am to 1 pm 358
  180. 180. 9/25/2013 180 Lands’ End promises more than  just warmth… They use photography that really  says ‘soft’ and use a phrase that  tells us that it’s exquisite without  saying that. And we want this sweater. 359 For a traveler looking for beauty and solitude… 1. Negative statements quash  interest. 2. The great outdoors shouldn’t look  gray and barren 3. Monochromatic ads/subdued  color is more likely to be ignored PS – who would struggle to read this  ad? Hint: Comprehension of a  written message is reduced to only  10% when the type is reversed‐out  sans serif type 360
  181. 181. 9/25/2013 181 What if that same traveler sees this ad? Why does this ad have more appeal? • Eye‐catching presentation • The fire and tent look inviting BUT… Some of their effort is wasted How many of you see the big idea  they wanted to get across? Subtlety is often wasted in space  advertising 361 Point 2: Your customers are looking for answers to their problems. The more clever, convoluted or arty  you make it,  the less they’ll ‘get it’ 362
  182. 182. 9/25/2013 182 Which Vacuum ad draws in more customers? This one… or…. 363 … or this one? • Mr. Oreck is a  personification of their  BRAND • What makes this guy so  appealing? • Why would someone read  all this copy? • What’s in it for the reader? 364
  183. 183. 9/25/2013 183 A big idea  can be very  straightforward • What does someone  with pain crave? • What kind of life do they  wish they had? • Did this ad deliver on  what their customer is  hoping for? • The little diagram helps  draw in the customer  with some ‘proof’ 365 Does this pun draw  you to the hotel? • Do we care who she is? • Does this guarantee  you’ll love the hotel? • Do you love being  disappointed in a hotel  once you get there?  Not. • Ad does not alleviate  any sense of risk. 366
  184. 184. 9/25/2013 184 On the other hand… • Hotels profit from family  vacations (multiple rooms,  meals, amenities etc. • This appeals to the craving  of a working couple for a  fun vacation in a kid‐friendly  environment • It also appeals to the  fantasy that they can  enjoy their kids  ‐ capture  a fun moment – before it’s  too late! 367 Dell tells us some good news • … PLUS you feel like  they’re just like you – • “THANK GOODNESS • It only looks expensive.” • You like Dell a little more  because of this ad. 368
  185. 185. 9/25/2013 185 B2B/B2C: Lands’ End promises good news The promise to a  road warrior that  they’ll always look  their best, with little  to no effort 369 B2B: A promise of more sales… in less space This company makes “Beer Salt” – which is popular with the Latino beer  enthusiasts. With this product next to the cash  register, a 7‐ll can triple their beer  sales. (The display is so small, it fits  there easily!) No need to educate them about beer  salt – just show them the profits! This B2B ad goes in food industry pubs Offer! 370
  186. 186. 9/25/2013 186 Point 3: Take them by surprise… intrigue them! But again, make sure it’s interesting to the reader 371 Suspension of  disbelief and  generating fantasy • Their target market: • Someone who wants to  be admired. • Does this eliminate too  many people?  • Would someone who  doesn’t want to be  admired be happy with  this ring? 372
  187. 187. 9/25/2013 187 Cheeky copy pushes all the right buttons! 373 Key words: genuine, passionate, discovered, supplies will not last  forever, nowhere else on earth (rare), don’t miss your chance, we  don’t play by the rules of [expensive] jewelry stores, endangered,  100% guaranteed, simple, full refund Does this make you curious? Insurance advertising is  rarely surprising or  engaging But with a headline like  this, you can’t help but  be drawn in to find out  what Liberty Mutual has  to say 374
  188. 188. 9/25/2013 188 How to get someone to consider a vacation in freezing cold Churchill, Canada The more specific you are to  your audience, the less you  have to tell them, and the  more interested they’ll be  in your ad Note – no explanation of  what a Tundra Buggy is.  None needed.  Let’s go see the Polar Bears! 375 Humor can be risky but … The target audience is  someone who would use  Adobe Photoshop to make  changes in photos This un‐subtle approach  immediately shows the  benefit and fun of  Photoshop 376
  189. 189. 9/25/2013 189 B2B: If you’re a media  buyer, this kooky  scenario would stop  you in your tracks This ad’s point: Anyone — even a bride heading down  the aisle — won’t be able  to resist looking at your  advertising on the ROVI TV  schedule! 377 Point 4: “The Prospect as Hero” Use an ad to show the reader  how they, too, can be the hero  in their workplace or home … if they follow your advice! 378
  190. 190. 9/25/2013 190 Want to be a hero, like Sam? • Who wouldn’t like to save  their company or client  $23,000 in postage? • What would their boss  say? • Would their client be  happy? • When we get our prospect  thinking in those terms,  we have their attention 379 Dad will love it – and love you more! This tiny space ad sells ice  cream for father’s day Another ‘prospect as hero’  approach 380
  191. 191. 9/25/2013 191 B2B: Copy and image show our prospect as a hero Visual tells the story:  ‘The new Anritsu Site  Master lasts all day  without recharging...   Just like you.’ 381 Point 5: Take a service or other ‘hard to explain’ product from obscure to something your prospect can relate to – and hear the phone ring with new business! 382
  192. 192. 9/25/2013 192 Product that’s hard  to define?  Tell the story simply When telling about a software  system that enables someone  to see dozens of other systems  simultaneously, it’s easy to find  examples… Jugglers Lion tamers But why go there? Show them the benefit. 383 Another story – and an ad that worked • This guy used B&B Electronics  wireless components and  consulting to reconnect  communications between two  buildings without digging out  the parking lot • Hats off to Otis Maxwell who  wrote that this wireless system   ‘saved his asphalt.’ • We all love a good story, with a  hero at the end 384
  193. 193. 9/25/2013 193 A story of how we almost lost our way… • Xtime is the developer of a highly  comprehensive customer service system for  auto dealerships • Unlike other services that have some customer service  pieces, Xtime has it all in one convenient package • Xtime enables customer histories at their fingertips. No  more ‘robocalls’ to frustrate customers. No more wasted  money on mailers for service they don’t need. No more  question of whether the parts are in. No more customers  wondering when their service will be done. • Xtime handles it all and more. 385 How could we tell operations managers that this unique service is exactly the solution they’ve been looking for? 386
  194. 194. 9/25/2013 194 Brainstorm. “Xtime is like…” Xtime is like a finely tuned pit  crew in Nascar… where each  worker is expert in what they  do, fast and true. They help  you to win the competition for  more customers When you have Xtime,  it’s like you have hired  the world’s best  customer relationship  manager, on call 24/7 Xtime’s multi‐pronged  system of service is like  your own service bay,  where you have experts  for each need, all  working together 387 A concept was chosen and we forged ahead • The pit crew concept  was chosen… • Because it was  colorful and seemed  like a winning idea • But this was not  really the most  intelligent solution. • How do you stop a  moving train? • Sometimes you just  have to step out of  the way… 388
  195. 195. 9/25/2013 195 But then, just in time, someone spoke up… We put on the brakes and decided that the ad  really could wait another month or two so it  would be the right communication We went to work again… 389 We got ourselves a winner: inspired by  walking around a car dealership! • This final ad is inspired by the  life of the fixed operations  manager • Everyone wants him to solve  all of their problems • He is seeking a way to reduce  the post‐it notes on his  computer monitor and make  everyone happy • This ad has been running for  months now – it is doing its  job well 390
  196. 196. 9/25/2013 196 Point 6: Size may not matter  as much as you think 391 Small space ads can pack a punch • A $70 piece of jewelry  with natural chakra stones  strung on black jeweler’s cord. • A shoestring budget • Choose the market who is likely to buy it — affluent,  open‐minded individuals. Aim directly and fire. • Small ads: 2.25 x 4.125 in. A 6‐ad set in New Yorker,  run every other month Sold out in 6 months. Profit was in six figures. Website? It was there but most customers just bought  directly from this ad Note – even in tiny ad, there’s an offer See the website with the cool magnifying glass  function at http://chakranecklace.com/ 392
  197. 197. 9/25/2013 197 Small space ads can pack a punch • Mini ad for the Mini Cooper • They ‘toot their horn’ for  winning a Consumers Digest  Best Buy Sporty Car award • While horn‐tooting is generally  not good, in this case Mini  buyers are interested in this  particular award 393 High contrast is essential • Which ad designs do best in this small  space environment?  • Keep it simple, even black and white • The worst  performers: photos of art, lots  of color, reversed out type 394
  198. 198. 9/25/2013 198 How a  few small space ads can dominate a spread 395 Two 1/3 page ads and two 1/8 page ads 396
  199. 199. 9/25/2013 199 Exploring new  print media? • Put your toe in the water  with ads in a ‘marketplace’  or ‘directory’ in that  publication • Watch to see who runs  again and again – they are  the ones for whom the ad  space is working • Which ads attract our  attention first? 397 Point 7: An offer is part of  every successful effort – even space advertising 398
  200. 200. 9/25/2013 200 This ad is almost ALL offer Rumored to be the most successful space ad Intuit ever ran for Quickbooks How do they know? It has an offer. 399 Lead with the offer, blow the doors off • Sweeps offers  generate excitement  • Attention‐grabbers  • If media is well  targeted, you get  many more names of  interested prospects • You get more ‘dead  wood’ too — but it  can pay off 400
  201. 201. 9/25/2013 201 Offers create a reason to  start a conversation • The offer is a FREE solutions kit that is useful for anyone in this business • The free consultation will get less response, but it still opens a door 401 The offer in this ad - Avoid discounting your product  – instead add value as they have  with this triple bonus 402
  202. 202. 9/25/2013 202 Don’t hide your offer • People miss  offers that are  hidden.  • Use a banner.  Use a burst. Do  anything to make  sure the offer is  clear 403 Tacky? Or effective?  • Beauty contest  winner, or great  ROI? FREE  Benchmark Study $200 value 404
  203. 203. 9/25/2013 203 To this market, here’s the ultimate offer This ad sells Praise and Worship  tapes in a continuity series, to  active Christians The offer is a tape that is not  sold anywhere – it is only  available through this offer 405 Anyone here doing space ads? At lunch, we can do some quick critiques… ‘7 points for space advertising ’ quick reminder list 1. Relevant visuals 2. Solve a problem for your prospect 3. Surprise or intrigue them 4. The Prospect as hero 5. Take on a new way to explain a complex or abstract  product or service 6. Size tests and trial runs 7. Offer in the ad 406
  204. 204. 9/25/2013 204 Questions? 407 Time for  Alan Rosenspan 5 Key drivers for your creative efforts 408
  205. 205. 9/25/2013 205 Key Driver #1 IT MUST BE OFFER‐CENTRIC 409 Offer‐Centric? • In most cases, it is more effective to sell the  offer – not the product • The direct mail package and the print ad should  be all about the offer • “Wait, there’s more…” No one will ever wait 410
  206. 206. 9/25/2013 206 411 • None of these had an offer Prior mail “controls” 412
  207. 207. 9/25/2013 207 New ‘control’  by CWL TEAM A DM package Team was not able to  talk them into an offer  413 Next ‘control’ by  CWL TEAM A DM self‐mailer tested with and  without an offer. But the offer sucked. It beat the DM because  of the reduction in cost 414
  208. 208. 9/25/2013 208 “Offers don’t work for us” Correction: Bad offers don’t work. Or Offers don’t work if the audience is wrong/ Mailing list is bad How many here think a cheap electric BBQ fork (that had been out on the market for a few years) is a good offer? NEXT slide: the offer that won (Thanks to Alan!) 415 416
  209. 209. 9/25/2013 209 417 418
  210. 210. 9/25/2013 210 Key Driver #2 IT MUST BE  ALL ABOUT BENEFITS 419 “The customer or prospect doesn’t  give a damn about you, your company  or your product.  “All that matters is ‘What’s in it for me?’” — Bob Hacker 420
  211. 211. 9/25/2013 211 Determine your main benefit • Definition of feature and benefit • A feature is what your product is or does • A benefit is what it does for the user • Advertisers sell features; people buy benefits • All benefits are not created equal 421 Why does anyone buy these products? Product: Gasoline Features: Poisonous, smelly, expensive. Benefit: Travel! Product: Washing Powder Features: Powdery, granular, comes in a box, poisonous. 422 Benefit: Clean clothing (You’ll feel clean and fresh)
  212. 212. 9/25/2013 212 (How about the high price of a Porsche?) You can turn almost  anything  into a benefit
  213. 213. 9/25/2013 213 425 426
  214. 214. 9/25/2013 214 How many features and benefits can you think of for an ordinary #2 pencil? The Incredible Pencil Test Ranking your benefits Is it unique? Is it important to your market? Is it believable? Is it a personal benefit? 428
  215. 215. 9/25/2013 215 Key Driver #3 IT MUST  ADD VALUE 429 If the only time I ever hear from your company  is when you want to sell me something… …then I’m not sure I want to hear  from your company
  216. 216. 9/25/2013 216 • Add valuable information • Add tips or advice • Add something that helps them • Add something they didn’t expect • Add entertainment
  217. 217. 9/25/2013 217
  218. 218. 9/25/2013 218 436
  219. 219. 9/25/2013 219 Something that people just can’t wait to open Turn your direct mail package into a  fortune cookie…
  220. 220. 9/25/2013 220
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  222. 222. 9/25/2013 222 Key Driver #4 IT MUST  HAVE URGENCY 443 And in this uncertain economy… People are deferring purchase decisions Why do I need it has become: Why do I need it now? 444
  223. 223. 9/25/2013 223 Create urgency now! Tell people what will happen if they don’t respond Give them a deadline… Use urgent language Consider a fast 50… but never honor it 445 446
  224. 224. 9/25/2013 224 Psychology studies show… People are more motivated by fear of loss  than by the prospect of gain 447 448
  225. 225. 9/25/2013 225 Key Driver #5 IT MUST  BE TARGETED 449 450
  226. 226. 9/25/2013 226 452
  227. 227. 9/25/2013 227 453 454
  228. 228. 9/25/2013 228 455 Copywriting and Concept Worksheet Client or product __________________________________________  Product name/detail: _____________________________________________________ Write a vivid word‐picture with the prospect in the leading role of enjoying the  benefits of the product or service. This will help you discover key words for concepts and copy! ________________________________________________________________________ ________________________________________________________________________ Feature:_________________________________________________________________ ________________________________________________________________________ Immediate Benefit                                                  Word Picture ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ Long Term Benefit                                              Word Picture ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ What’s next? Part 3: Digital Creative that  Engages Customers  October 17 (today), 1:00 ‐ 2:45 pm Or: if you have something you’d like critiqued, or questions  answered, we are available during lunch! 456
  229. 229. 9/25/2013 229 Lunch Time See you at 1:00! OR… we’ll be doing critiques during lunch Welcome to the DMA’s Creative Certification Course Part Three Digital Creative that Engages  Customers Thurs., Oct. 17, 2013 ; 1:00‐ 2:45 pm Alan Rosenspan • Nancy Harhut • Carol Worthington‐Levy
  230. 230. 9/25/2013 230 What ‘digital media’ are we  talking about? • Websites • Email • E‐newsletters • Anything you want to talk about • NOTE: for email, the same rules of engagement apply as they  do in space advertising • For websites it’s akin to direct mail • Just because it’s a website, doesn’t mean the copy can be  written poorly (believe it or not! 459 Design for the web • It’s not always pretty • Contrast is extremely important • Get viewers to the thing they’re interested in  within two clicks • Don’t waste the viewer’s time with lengthy special  effects – they hate it • Use science to guide the design: eyeflow, legibility  and comprehension, etc. • Sell, sell, sell 460
  231. 231. 9/25/2013 231 Direct selling site comparison Compare these designs… • Note the format – two  column or three  column? • Color scheme: pale  blues and mid blues  (lower contrast) • Special offers and  clearance below the  main image • One main image that  does not change 461 Same products/site comparison • 3 column format • Color scheme: Deep red and  black with some gray: contrast!! • Special offers and clearance to  the right of the main image • Main image changes to 4  different products/offers • Special offer to get signups • Strong right hand column with  products and specials • Upper right corner for closeouts. 462
  232. 232. 9/25/2013 232 Special offer • Upper left for ‘signup’ offer  and  ‘search our site’…. PLUS… • OFFER TEST  (free tips vs. free knife) • Remember: a website is just  another direct marketing  medium 463 Performance? Let’s compare that, too… 4 screen views/visit 7 screen views/visit More visits More signups for email More returning customers/back end Catering Supplies | Catering Equipm ent 100% Secure Shopping Cart 0 Items $0.00 View Cart FREE STANDARD SHIPPING on orders of $195 or more For FREE tips and special offers! your email address MONTHLY DRAWINGS: Youcouldwinabeautifulknife! Enterkeywords/modelnumber search... Disposable & Paper Products Dining Supplies Beverage Products Buffet Service Decorations Food Transport Food Prep Supplies Food Service Equipment Cleaning Supplies Alfa International Amana Anchor Hocking APW Wyott Berkel Best Manufacturers Blendtec Blodgett Bon Chef Buffet Enhancements See All Brands... Hot New Items Monthly Specials Index FAQ Contact Us Chafer | Cabo Flair Riser | Glo-Ice Light Boxes | Coldmaster Server Over 15,000 products for caterers and food service professionals! Cookware • Sheet Pans • Stock Pots • Saute Pans Plates and Bowls • Melamine Dinnerware • Plastic Plates and Bowls • China Bar Supplies • Pitchers • Glasses • Bar Accessories Equipment • Convection Ovens • Heated Cabinets • Blenders Induction • Induction Ranges • Induction Chafers • Induction Cookware Pan Carriers • Insulated Bags • Insulated Carriers • Pan Racks Food Storage Displayware Disposables Catering Supplies | Catering Equipm ent 100% Secure Shopping Cart 0 Items $0.00 View Cart FREE STANDARD SHIPPING on orders of $195 or more For FREE tips and special offers! your email address MONTHLY DRAWINGS: Youcouldwinabeautifulknife! Enterkeywords/modelnumber search... Disposable & Paper Products Dining Supplies Beverage Products Buffet Service Decorations Food Transport Food Prep Supplies Food Service Equipment Cleaning Supplies Alfa International Amana Anchor Hocking APW Wyott Berkel Best Manufacturers Blendtec Blodgett Bon Chef Buffet Enhancements See All Brands... Hot New Items Monthly Specials Index FAQ Contact Us Chafer | Cabo Flair Riser | Glo-Ice Light Boxes | Coldmaster Server Over 15,000 products for caterers and food service professionals! Cookware • Sheet Pans • Stock Pots • Saute Pans Plates and Bowls • Melamine Dinnerware • Plastic Plates and Bowls • China Bar Supplies • Pitchers • Glasses • Bar Accessories Equipment • Convection Ovens • Heated Cabinets • Blenders Induction • Induction Ranges • Induction Chafers • Induction Cookware Pan Carriers • Insulated Bags • Insulated Carriers • Pan Racks Food Storage Displayware Disposables 464
  233. 233. 9/25/2013 233 465 Consumer site:  Niman Ranch Premium meats • Every product photo leads  to a purchase page • More appetite appeal  through affinity with great  chefs and recipes • Promotion with deadline:  monthly and weekly specials • Tells unique selling  proposition: all NR meat  from small closed herds with  cruelty‐free treatment Testing told us to emphasize the taste  and tell less anti‐cruelty stories Right hand column is dedicated  to  selling products Right hand column is dedicated  to stories and value‐add The winner! 466
  234. 234. 9/25/2013 234 467 Navigation Quick easy links help customer find exactly  what they want — instantly  Top section is for shopping Middle section is for gifting, specials and  new items Bottom section is for chefs/restaurants, the  Trade, Farmers, corporate gifting Registration into site will give customer  access to email‐only offers 468 Selling pages • Quick easy links help  customer find exactly  what they want — instantly  • Appetite appeal galore:  in the COPY as well as  the photos • Testimonials continue to  position Niman Ranch as  the tastiest of all • Content tells the curious  customer more about the  meat and the mission
  235. 235. 9/25/2013 235 Homes in on specific  products Selling pages One click, and they’re in their favorite category of meat and ready to buy 469 470 Content pages Makes a website a ‘search magnet • ‘Chef’ page always has a recipe • Chefs will change out on ‘refresh’ • Recipes ‐ a growing library • Research told us that taste was paramount • ‘Farmer’ Page Tells the closed‐herd  story: safer, low‐ volume, cruelty free • Positions small farms/farmers as  heroes who work  every day for safer,  tastier meats 
  236. 236. 9/25/2013 236 How should a nonprofit site look?  It depends on the goal … • Direct donation site – keep  it as simple as possible • Make offers for donations  stand out (see upper right) 471 Main nonprofit site has different goals • Informational and lead generation • The top section changes out every few seconds • This site has room for many stories, including a video • Customer involvement: get people to consider long term giving 472
  237. 237. 9/25/2013 237 Making extra money on a nonprofit site • LIVESTRONG started  for  fundraising/nonprofi t but has now  become a lifestyle  and health website • Note they actually  sell advertising  space on their site — it pays to do this and  visitors don’t mind 473 474 Google’s heat map study
  238. 238. 9/25/2013 238 10 quick tips for  more effective email creative • Great copy is essential… • …but there are other things that will affect  whether anyone sees it – or reads it Making Your Emails  Sizzle 475 1. Know who you’re mailing to A) Rental lists vs. your house list • Most rental lists are not worth a dime  • (regardless of what your list broker tells you) • Your double opt‐ins are good – special messages to get them  shopping • Your customers are the best audience!  Your task: getting their next order 476 B) Know your house list – and split it up  into segments No email should go to EVERYONE on your list!
  239. 239. 9/25/2013 239 2. Use interesting, varied subject lines Market‐appropriate works better than generalized If you only talk “sale”, keep it as interesting as possible Check your own email — notice what you’ve been responding to Boring, bad…                                         Too much of the same promo 477 Hint: Your offer makes a great subject line – But if you never change the offer, you lose the offer’s “juice” – The power of the ‘free shipping’ offer is so diminished, it’s no  longer seen as an offer or an ‘opener’ Even free  shipping can  become  boring if it’s  the only offer  you use! 478
  240. 240. 9/25/2013 240 Here’s how to get your email opened Lots of subject line variation keeps them on their toes 479 3. Test. Suggest tests. Demand tests. Otherwise, if it fails, everyone will blame the creative!  • TEST…Different offers • Date/time limit versus offer emphasis • Length of time they have to respond – today only; 5 hour sale; etc. • Their name in the subject line vs. not • YOUR name in the subject line vs. not • NEW products vs.. ‘Sneak Preview’ approach • Design: what kinds of photos or graphics work best • MAKE SURE you test with an A‐B split, and keep track of results  and long‐term behavior 480
  241. 241. 9/25/2013 241 Offer tests: Create offers your audience can’t resist • Knowing your audience gives you better offer ideas • Some audiences don’t respond to discounts • Measure the responder behavior ‐ to determine lifetime value • Test Different offers – free shipping vs. a gift      — discount vs. free shipping – a gift card for both you and your friend, vs.. a higher  discount for you alone  – two different gifts (‘home made jam’ vs.. ‘ten‐year spatula’) – A challenge: design the next dress; write a romantic story – Deadline by which they must respond to get the gift – A sweeps or drawing vs. a gift now 481 Offer testing can yield surprises! We offer‐tested a  white paper about  their topic  (Permission email)  vs. a chance to win  a Tablet PC. The list was all opt‐ ins from the past  year. Pretty  qualified. Which do you  think got the most  responses? Which do you  think got the best  quality responses? Permission Email Expert Shares Secrets FREE Dear Named Recipient, If you’d like the inside scoop on how to boost response from your permission mail campaigns, here’s some great news: The Definitive Guides to Permission Email gives full details on how to generate higher response rates, and its yours FREE just for watching our 5-minute demo about MediaLinq Permission Email! Just click here to receive The Definitive Guides to Permission Email free, and to watch our on-line demo. Written by nationally recognized authority Laurie Beasley, The Definitive Guides to Permission Email provide you strategies and techniques that are benefiting email marketers around the world. Even better, our demo shows how you can easily manage email campaigns online with total ease and control via MediaLinq! MediaLinq Permission Email is so intuitive that many new users launch their first campaign in an hour or less — and you can too. Step-by-step menus walk you through everything. Just click to upload your lists, assign HTML and text emails, and schedule your broadcast. And you can track click-throughs and view reports in real time just as easily! Plus, you save the expense of email servers, cut the costs involved in handling bounce-backs and reduce the need for hand data entry. Create and manage permission email campaigns with speed and ease, raise response rates and reduce your IT burden! O Free from MediaLinq: The Definitive Guides to Permission Email REGISTER NOW. OFFER ENDS 12/31/02 “Thanks for making such a wide range of information available in a concise set of guides... makes it far easier to pursue more successful permission email marketing.” — Richard Johns, President, Superior Color About the Author of The Definitive Guides to Permission Email Laurie Beasley is a nationally recognized speaker and corpo- rate trainer on direct marketing. As President of a DMA “Top 100” agency, she pioneered the use of permission marketing campaigns that have integrated direct mail, email, telemarketing and the World Wide Web. Laurie has taught dozens of seminars for the Business Marketing Association (BMA), the Direct Marketing Association (DMA) and the American Marketing Association (AMA). JUST CLICK HERE! 482
  242. 242. 9/25/2013 242 4. Keep brand consistent with voice and image • A customer recognizes you immediately – credibility! Here’s the  brand via catalog…     Here’s the brand in an email      g y @ g y Conversation: Shhh...Sneak Peek (50% Off) Private preview! Get a first look at the new fall collection (50% Off)* Please add chicos@email.chicos.com to your safe sender list or address book. View on a mobile device or web browser. g y @ g y Conversation: Shhh...Sneak Peek (50% Off) Private preview! Get a first look at the new fall collection (50% Off)* Please add chicos@email.chicos.com to your safe sender list or address book. View on a mobile device or web browser. 483 Emails can be brand‐consistent, yet different • It’s ok to use different fonts as long as the message is  consistent and you have common elements 484
  243. 243. 9/25/2013 243 • JPGs and PNGs turn into big  red x’s when they’re picked  up as text • This happens more often  than you realize  • This email in an iphone: 5. Make the majority of the message LIVE 485 6. Always use a  landing page • “Smart” click on email sends to specific landing page • Goal – get the customer to what they want, quickly • Control their action – and keep track of it • http://www.wineofthemonthclu b.com/category/big-bold-petit- sirah?r=EM912A&utm_source =emaillist_bronto&utm_mediu m=email&utm_campaign=EM9 12A&utm_content=labelpic 486
  244. 244. 9/25/2013 244 7. Spice up email with a variety of formats • Different formats at different times  enables you to send more often  without the customer getting bored • Try a promotional one vs. a newsletter  one (not too long) to start • If this works try another format that is  in line with your market,  such as an “Ask the  Experts” 487 8. Invite involvement by customer The more  opportunity for  dialogue, the more  they’ll like you! 488
  245. 245. 9/25/2013 245 9. Try videos Even if it seems like a lot of work… Does it need to be made with super high production  values? Is it expensive? What happens after they play the video? 489 Email video – does it work? •For both B2B and consumer, video  is a great tool •Demonstrate equipment, methods  for utilizing tools, provide a quick  demonstration, bring the salesman  to their desktop. •The numbers are very strong for  companies who occasionally use  video on their emails.  •http://www.finehomebuilding.com /pages/window‐flashing/ 490
  246. 246. 9/25/2013 246 A top selling email with a video twist • If a video is creative, and gets to the point, it can work even if it’s not slick! • 1700 views within 24 hours • Many hundreds of cases of wine sold. 491 Video works on websites too • See how 5.11 Tactical uses video online to sell professional wear for cops and other uses – • http://videos.511tactical. com/videos/30/taclite- tdu%27s 492
  247. 247. 9/25/2013 247 10. Write a message that is compelling • Do not believe that people  don’t read emails • …but keep the message short  and succinct • Keep the voice consistent with  the voice of your brand • Don’t train your customer to  ignore your emails by using  an intern or non‐copy pro who  will probably write a stinker! 493 Honest. Sincere. Grateful. • Nonprofit emails, like  others, should be simple, sincere and honest about  the needs • Hyperbole about the cause  won’t help — but neither  will understating the need • Top it off with a nice offer  to thank them for their  attention and donation 494
  248. 248. 9/25/2013 248 Show them you know what they like! • Get into the swing of the way  your customer communicates • Share with her about what she  is interested in, in a friendly  voice she’ll like 495 Be yourself, but even more so — Develop a voice and attitude! • If your customers like your attitude, this is a chance to let it  really shine each time you reach them 496
  249. 249. 9/25/2013 249 P.S. Hire a proofreader Programmers and designers can’t spell.  Errors like this may possibly be ignored — or they  may make you look thoughtless!  Be classier than this. Yes, even with email. Need a proofreader? Ask us for recommendations  or call Bulletproof! 497 Nancy shares more psychology to consider in copywriting  498
  250. 250. 9/25/2013 250 Which of these will make you more likely  to do a favor for someone? A:  They have the same eye color as you B:  They ask you on a Tuesday C:  Their first name sounds similar to yours You are more apt to like the taste of  vinegar in your beer if: A:  You know it’s there ahead of time B:  You learn of its presence after you drink C:  It’s red wine vinegar, not white vinegar
  251. 251. 9/25/2013 251 Which of these statements is true? A:  Thinking about your social security number impacts  the amount you’ll bid for an item at an auction  B:  You’ll tip a restaurant server more if he or she gives  you mints with your check C:  You’re more likely to choose dentistry as a  profession if your name is Dennis 502 Mistake #1:  Assume people make the right choices
  252. 252. 9/25/2013 252 503 Mistake #2:  Believe what people tell us 504 Shortcuts to decision‐making
  253. 253. 9/25/2013 253 505 5 Sample Human Behavior Triggers 506 Trigger #1:  The Principle of Consistency
  254. 254. 9/25/2013 254 Big Billboard Experiment 76% agree to put  sign on lawn Why? 507 508
  255. 255. 9/25/2013 255 509 510
  256. 256. 9/25/2013 256 511 Trigger #2:  Loss Aversion 512
  257. 257. 9/25/2013 257 513 514
  258. 258. 9/25/2013 258 515 Trigger #3:  Cognitive Fluency Hard to Read 516
  259. 259. 9/25/2013 259 517 518
  260. 260. 9/25/2013 260 519 520 Woes unite foes. Woes unite enemies. versus
  261. 261. 9/25/2013 261 521 522
  262. 262. 9/25/2013 262 523 524 Trigger #4:  The Reason Why/Reason to Believe
  263. 263. 9/25/2013 263 525 526
  264. 264. 9/25/2013 264 527 528
  265. 265. 9/25/2013 265 L 529 530 Trigger #5:  Eye Magnet Words
  266. 266. 9/25/2013 266 531 532
  267. 267. 9/25/2013 267 533 534
  268. 268. 9/25/2013 268 535 536
  269. 269. 9/25/2013 269 Back to Alan: Writing for the Web 537 Writing for the Web • Anyone can write for the web, right? • 182,000,000 websites – as of 2007 • Netcraft • Over 1 trillion web pages • Over 50 million blogs – as of 2006 • Technorati State of the Blog 538
  270. 270. 9/25/2013 270 What’s even worse... • There’s actually very little writing on the web • Let’s look at the most popular websites in the world 539 Writing Winning Websites
  271. 271. 9/25/2013 271 541 What do we mean by winning? • Websites with low bounce rates • Websites that keep people reading and engaged • Websites with high conversion rates – that  motivate people to buy  542 How do People Read  Websites?
  272. 272. 9/25/2013 272 543 …not in the traditional way • They scan – not just at first, but continually • They take in “nuggets” of information • This may be changing with iPad, Kindel and other  electronic reading devices 544 • Recent research gets an “F” • They read the top bar, go down and read across for a  shorter amount • They scan the left‐hand side • …all at lightening speed! 
  273. 273. 9/25/2013 273 545 546 So you need  to write how they read
  274. 274. 9/25/2013 274 547 …not in the traditional way • You don’t have a beginning, middle and an end • Everything you write is a beginning…with a link for  more information • You are not developing an argument;  or telling a story;  you are creating powerful telegraphic messages 548 7 Proven Techniques
  275. 275. 9/25/2013 275 549 1. Be a Pied Piper 1. Highlight key words and benefits 2. Make them bold or BIGGER 3. Put them in another color to attract attention 4. Use numbered lists or bullets 5.   Use Headlines and crossheads 6. Put benefits and  calls to action  in the margin 550
  276. 276. 9/25/2013 276 551 2. Keep it short • Give them the benefit or main idea quickly • Give them a lot of ideas, let them decide whether or  not to learn more • For examples, visit www.alanrosenspan.com • Don’t try to cram everything in 552
  277. 277. 9/25/2013 277 553 3. Use the hot spots This is the area that your eye  goes to first. It should have  news, an offer, or the most  important benefit 554 4. Divide and Conquer • Use boxes, sidebars, anything that helps simplify and  organize information • Use charts and graphs whenever possible • Always include a caption underneath them
  278. 278. 9/25/2013 278 555 Put key information In boxes Or charts To make it  stand out 556 5. Write in different ways • Write benefits in several different ways; if one  doesn’t resonate with some people, another might • Save 33%. Get it at 1/3 off. Buy 3, get one FREE. Save $19.00 • Write from different perspectives – customer, CEO,  engineer. It shouldn’t sound like it all comes from just  one person
  279. 279. 9/25/2013 279 557 6. Be Direct • Tell people exactly what you want them to do,  how and when • Include multiple calls to action in multiple places • Give people different ways to respond • Toll‐free phone number in e‐mail increases  response by as much as 50% 558 7. Add credibility • Magazine advertising has an editorial umbrella;  people trust them more • Direct mail is a tactile media – the person holds it in  their hands • Digital is less certain. People are unclear who is  behind the information and whether a page can be  trusted
  280. 280. 9/25/2013 280 Writing exceptional e‐newsletters Still the one… • Best way to maintain customer relationships • Best way to add value, if done correctly • Because of this, more and more companies are using e-newsletters • And fewer people are reading them 560
  281. 281. 9/25/2013 281 • Average time spent on newsletter  • Percentage of people who fully read it • When you add words, how much extra time  do they spend? 561 • Average time spent on newsletter  • 51 seconds – less than a minute • Percentage of people who fully read it • 19% ‐ less than one in 5 • When you add words, how much extra time do they  spend? • Trick question – they spend less time 562
  282. 282. 9/25/2013 282 563 My newsletter… • Written like a letter • No graphics, 10-12 pages of just text • Few links 564
  283. 283. 9/25/2013 283 565 …but it proves a point • 2600 people in 37 countries • Less than 70 “opt outs” in 11 years • Content is king A few parting words  about writing
  284. 284. 9/25/2013 284 Write. Rewrite. Repeat • “The first draft on anything is #@&%!” — Ernest Hemingway • “Only ambitious non‐entities and hearty mediocrities  exhibit their rough drafts. It is like passing around a  sample of your phlegm” — Vladimir Nabokov 567 “Many have the talent  to become great, but  few have the energy ” — Tom McElliot 568
  285. 285. 9/25/2013 285 Thank You! Visit AlanRosenspan.com for 100 articles about direct marketing,  A new blog, and to ‘link in’ Visit Nancy Harhut’s agency site: wildeagency.com/default.aspx for facts, tips and great examples of the best  in direct marketing Visit Worthington‐Levy.com to learn more about Carol, or  WorthingtonLevy.wordpress.com/ to see dozens of articles about Marketing‐Driven Creative 

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