Direct Comm Direct Mail Copywriting


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Direct Comm Direct Mail Copywriting

  1. 1.
  2. 2. Advertising<br />Promotion<br />Sponsorship<br />Public Relation<br />Retail/shop<br />Digital/Online<br />Event<br />Direct<br />TARGETED<br />
  3. 3. Apaitu Direct Marketing?<br />Offering products and/ or services from producers or service provider directly to potential customers, using databases, direct mail, demonstrations, phone sales etc – small business directory<br />Direct marketing is a database-driven process of directly communicating with targeted customers or prospects using any medium to obtain a measurable response or transaction via one or multiple channels – direct marketing association<br />
  4. 4. Apaitu Direct Mail?<br />A marketing effort that uses a mail service to deliver a promotional printed piece to your target audience –<br />Why Direct Mail?<br /><ul><li>It’s personal – one to one marketing
  5. 5. Allows you to target with precision
  6. 6. You get an immediate response
  7. 7. You can track your return on investment precisely
  8. 8. It's something you can touch and feel— it hangs around</li></li></ul><li>Basic rules before writing copy<br />Ask yourself these questions :<br />1. What am I selling? (know your product/service) <br />2. Who am I selling to? (know your prospect)<br />3. What do I want my prospect to do? (know your objective)<br />
  9. 9. What Makes Good Direct Mail<br />Targeting :<br /><ul><li>Data
  10. 10. Customer insight</li></ul>2. Offer<br /><ul><li>Compelling
  11. 11. Relevant</li></ul>3. Creative<br /><ul><li>Reflect customer insight
  12. 12. Unique</li></ul>Call to Action<br /><ul><li>Announce, repeat, tell ‘em again
  13. 13. Clear, identifiable, easy to remember</li></ul>5. Personalization<br /><ul><li>Reflect customer insight
  14. 14. Make them feel special</li></li></ul><li>Direct Mail Anatomy<br />Outer envelope, or carrier<br />Letter<br />Lift Letter<br />Brochure<br />Response/order form<br />But it can also be a simple postcard only<br />
  15. 15. Direct Mail - Envelope<br />Outer envelope is the 1st impression to get your reader ATTENTION<br />The main goal is to make them OPEN the mail<br />
  16. 16. An outer envelope copy can: <br />a. Make a challenge <br />Reveal the mysteries inside if you dare...<br />b. Sense of urgency<br />Special offer for limited time only!<br />c. Start a story<br />Somebody trapped Inside!<br />You’re in command. What would you do?<br />c. Sound an alarm<br />Confidential <br />Vulnerable material inside<br />d. Flatter your reader.<br />Special VIP Privileges <br />Special invitation for a special person<br />e. Highlight a special offer or premium<br />Yours to Examine for 14 Days Free<br />Get the extraordinary offer 70% discount <br />
  17. 17. Direct Mail – Response<br />Response is the end goal of every word you write.<br /><ul><li>It must be as clear and simple as possible.
  18. 18. It must include instructions to show the respondent what to do.
  19. 19. If it’s a response form (response dalam format form) - It must be easily identifiable as the response form.</li></li></ul><li>Direct Mail – Type of Response<br />Type of response :<br /> to place an order<br /> request more information<br /> make an advance reservation<br /> fill out a survey<br /> indicate their preference<br /> accept a trial issue<br /> Take a shot at winning a million dollars in a sweepstakes.<br /> join membership<br />Response can be given via :<br /> Direct mail – postage paid response envelope<br /> Website – sign up at<br /> Phone – call 0800-1111 to join the promo now<br />
  20. 20. Direct Mail – Response Form<br />Sample copy to identify a response form title<br />FormulirPendaftaran Member<br />FormulirBerlangganan<br />Discount Invitation<br />Free Book Certificate<br />Reservation Card<br />Claim Ticket<br />
  21. 21. Direct Mail – Response Form<br />
  22. 22. Direct Mail – Response Form<br />
  23. 23. Direct Mail – Letter<br />a) Always write your letter as though you are writing to one person. <br />b) Talk more about &quot;you&quot; than &quot;me. <br />c) Be personal – personalized nickname, signature at the end, <br /> handwriting font. Making them feel special<br />-Promise your most important benefit in your headline or first paragraph.<br />- Tell the reader specifically what he or she is going to get. <br />-Back up your statements with proof or endorsements. <br />-Tell the reader what he or she might lose by not taking action. <br />-Rephrase your prominent benefits in your dosing offer. <br />-Incite action Now (CTA)<br />Source : Successful Direct Marketing Methods <br />
  24. 24. Direct Mail – Letter<br />The offer lead : for particulary strong offer i.e magazine publiser<br />offering a free 3 month trial<br />The flattery lead : A Private Message To a Very Special Person.<br />The narrative lead : copywriter must develop a story that draws <br />prospects in and serves as a platform for the selling statements <br />that occur later.<br />
  25. 25. Direct Mail – Letter<br />Not intelligence or talent or dedication. <br />But the use of knowledge<br />An Investment In Success <br />I cannot promise you that success will be instantly yours if you start reading The Wall Street Journal. But I can guarantee that you will find The Journal always interesting, always reliable, and always useful.<br />
  26. 26. Direct Mail – Brochure<br />a place to describe your product ,service or social cause in even <br />more detail : product spec, picture, diagram, story of a social <br />cause etc<br />A brochure can: <br />a. Present testimonials.<br />b. List product features.<br />c. Restate terms of offer.<br />d. Announce deadlines.<br />e. Show your product in action (through exciting images)<br />uses headings, subheads, captions, sidebars, and other <br />devices to allow skimmers (mereka yang membacasekilas) <br />to get the gist of the sales story..<br />
  27. 27. Direct Mail – Lift Letter<br />The lift letter creates another opportunity to <br />reiterate or reinforce the sales message. <br />A lift letter can: <br />a. Present an additional benefit.<br />b. Argue against a negative response.<br />c. Provide authoritative confirmation.<br />d. Tell an inside story.<br />e. Repeat testimonials.<br />
  28. 28. Direct Mail – Lift Letter<br />
  29. 29.
  30. 30. Direct Mail <br />Good thing you are<br />covered<br />
  31. 31. Direct Mail <br />Canadian Sea Turtle Network<br />awareness about the endangered turtle<br />Response : click on the website<br />
  32. 32. Direct Mail <br />awareness and fund of LifeLine <br />(org that support victims of permanent injuries in <br />bomb attack at Colombo)<br />
  33. 33. Direct Mail <br />toy soldier :<br />crete awareness & support UNICEF soldier program - children in Africa<br />
  34. 34. Direct Mail <br />
  35. 35. Direct Mail <br />
  36. 36. Direct Mail <br />to get people buy <br />at webshop and <br />help children in <br />need for education<br />
  37. 37. Direct Mail <br />
  38. 38. Direct Mail <br />AIG insurance – protect artifacts & antiques<br />
  39. 39. Direct Mail <br />raise awareness about the <br />threat of shark extinction, <br />centered on “finning” – a practice <br />in which the shark is caught, <br />their fins cut off and the rest of <br />the animal thrown back to the sea.<br />
  40. 40. Tugas<br />Ciptakankomunikasimenggunakan media direct mail dengan brief <br />berkut :<br />BRIEF PILIHAN KE- 1 :<br />CAMPAIGN: GNOTA –GerakanNasionalOrangTuaAsuh<br />TARGET : Youth 19- 25 years old<br />DESIRED RESPONSE : mengajak target untukmendaftarmenjadiorang<br />tuaasuhuntukmembantupendidikananak Indonesia denganmengisi<br />response form yang terdapatdidalam Direct Mail<br />
  41. 41. Tugas- Background GNOTA<br />Despite the government program of “WajibBelajar 9 Tahun”, there <br />are still 700,000 children every year that cannot finish their school <br />education due to their economical condition.<br />The government has taken some actions to overcome this, one of <br />that is by initiating program “BantuanOperasionalSekolah” (BOS).<br />Few perhaps know that “BOS” is subsidizing the school operational <br />cost, the infrastructure and teacher allowance. But student still has <br />the obligation to pay for their personal school utensils e.g. books, <br />stationeries, uniform and shoes which sometimes become the <br />obstacles for them to even attend the class. <br />GNOTA as an independent institution is here to overcome this <br />situation by initiating gerakanorangtuaasuh that generates and <br />distribute funding to help the student.<br />
  42. 42. Tugas- Background GNOTA<br />Gerakan Nasional Orang Tua Asuh (GN-OTA) is a national <br />movement that awake, leverage and nurture the awareness and <br />participation of Indonesian people to become a foster parent to <br />support the Program WajibBelajarPendidikanDasar 9 Tahun.<br />Education cost per child :<br />Rp 180.000/annum for children in elementary school/of equal <br />level<br />Rp 240.000/annum for children in junior high school/of equal <br />level<br />More info about GNOTA :<br />
  43. 43. Tugas<br />Ciptakan komunikasi menggunakan media direct mail dengan brief <br />berkut :<br />BRIEF PILIHAN KE-2 :<br />CAMPAIGN: WWF - GLOBAL WARMING EARTH HOUR<br />TARGET : Youth 19- 25 years old<br />DESIRED RESPONSE : mengajak target untuk menjadi volunteeer <br />dalam program Earth Hour dengan mengisi response form yang <br />terdapat di dalam Direct Mail<br />
  44. 44. Tugas<br />Bentuk tugas :<br /><ul><li>Ide kreatif direct mail dalam bentuk copy & visual (paling sederhana dgn sketch). Mulai dari envelope, letter, response form, gimmick etc yang menurut kamu sesuai dengan target
  45. 45. Rasional dari kreatif</li></ul>Remember :<br /><ul><li>Menulis copy yang sesuai dengan target audience
  46. 46. Mempertimbangkan best practice direct mail yang sesuai dengan target audience
  47. 47. Response is the end goal of every word you write</li></ul>Yang pasti sekreatif mungkin <br />
  48. 48. Tugasdiuploaddi blog paling lambatJumat 19 Feb 2010<br />AdaPertanyaan?<br />