They laughed when I said I’d get a response from the QUEEN. She only writes to Centenarians and Couples celebrating a 50 th Anniversary. But then…
1. I brainstormed a strong IDEA… “ No More Brain Drain” The Brief: Create a direct mail brochure for Reader’s Digest Health Books selling the new title “No More Brain Drain”. Make the book’s serious health advice come across as being highly relevant, appealing and fun. Target market: American Senior Citizens in the lower to middle income groups. The Concept: Connect with the reader by referring to common, everyday experiences and challenges. Promise immediate and effective solutions for boosting memory and mental capabilities.
2. I created a meaningful, moving STORY… “ Calm & Carefree” The Brief: Create a brochure for Reader’s Digest Music to sell this new 4-CD collection. Position the music as an easily accessible ‘escape’. Target market: Canadian and American Senior Citizens in the middle to lower income groups. The Concept: Focus on the feelings that the listener will experience while enjoying this music. Position the collection as a “must-have” by encouraging the reader to visualize how this music will enhance their everyday life.
3. I PRESENTED my story in an interesting way… “ Reverse Diabetes Sweepstakes” The Brief: Create a fresh online presentation of the $25,000.00 Reader’s Digest Sweepstakes to specifically appeal to the subscribers of the “Reverse Diabetes” online newsletter. Use the sweepstakes to generate interest in the targeted health products that are offered to the entrant on the next page. The Concept: Position this sweepstakes win as a “healthy dose of happiness”. Immediately encourage the reader to imagine how they could spend and enjoy the prize cash .
4. I used carefully crafted COPY… “ Restaurant Quiz” The Brief: Create an interactive promotion to collect email addresses and sell subscriptions to Reader’s Digest Magazine. Base the promotion on a popular magazine article entitled: “13 Things Your Waiter Won’t Tell You”. The Concept: Create a quiz that focuses on common restaurant scenarios. Reward the user with series of fun quiz results.
5. I made sure my message was relevant and NEW… “ Winning News Newsletter” The Brief: Contribute to the modernizing and rebranding of Reader’s Digest Sweepstakes as “America’s Favorite Sweepstakes” by offering a fun, fresh online experience. Continually generate copy for the monthly Sweepstakes newsletter, targeting the younger demographic of online sweeps fans. The Concept: Provide the “Winning News” recipient with new reasons to respond and belong to the Reader’s Digest Community. Dramatize the chance of winning cash prizes in a variety of fresh stories each month – some that excite and engage, some that establish credibility and encourage hope.
6. I gave a good REASON to reply… “ Escape and Mango Book Club Magazines” The Brief: Write the monthly catalogues for the Escape Female Fiction and Mango Book Clubs in the UK. Develop a relationship between the Editor and the book club member by always giving the reader a reason to respond and to belong. The Concept: Give female book club readers a preview of the new books in the hand-picked selections. Use conversational, emotional copy when talking to the middle-aged Escape member. Use an “I can do anything attitude” mixed in with a bit of saucy humor and romance when talking to the younger, upwardly mobile Mango member. Highlight the savings and the easy ordering methods.
7. I mailed my first class LETTER… “ Patriot Act” The Brief: Create a fresh, “get-their-hearts-racing” sweepstakes promotion targeting the “old school” Reader’s Digest Books customers via the channel they prefer i.e. Direct Mail. Ensure that the entire promotion fully complies with the propriety guidelines governing the use of Sweepstakes as a marketing tool. The Concept : Create a credible scenario that causes a sweepstakes entrant to immediately think about what will happen if they win $500,000 or more. Encourage the customer to respond – and to consider buying a product – by making them excited about the prospect of winning.
And, that is how I got a REGAL RESPONSE! So now, I’m sure you can…
Imagine what will happen when you and your clients get this kind of “ROYAL TREATMENT” Wayne Nobes E-mail: Wayne@KeywordCreative.com