1.
Debra Zahay, The Professor
Brian Massey, The Conversion Scientist
#convcon @bmassey @zahay

2.
 LEARN why it is so hard to get and keep the attention of people
 UNDERSTAND why direct mail copywriters have something to
teach us about Web marketing
 HEAR the tips provided by the most successful direct mail
copywriters
 SEE examples of these techniques in action on the Web
BUT WAIT! THERE’S MORE
#convcon @bmassey @zahay

3.
 Start Small and build (Freedman and Frasier 1966)
 Progressively Escalating commitments (Trivial first commitments
such as agreeing to be interviewed can lead to organ donation
(Schwartz 1970)
 Used in Business-to-Business as well
#convcon @bmassey @zahay
But wait! There’s MORE!

4.
 Professor/Data Scientist
 Author of over 22 articles
 Consultant
 President of Zahay, Inc.
 National Speaker
 Author
Internet Marketing:
Integrating Online and
Offline Strategies
 Looks Good in Black
#convcon @bmassey @zahay

5.
Founder of Conversion Sciences
Consultant
National Speaker
Author
Your Customer Creation Equation
Labwear Fashion Model
#convcon @bmassey @zahay
BRIAN MASSEY

6.
#convcon @bmassey @zahay

7.
Source: Wizard Academy www.wizardacademy.com
WernickeBroca
http://thebrain.mcgill.ca#convcon @bmassey @zahay

8.
Seeing Words Passively
Primary Visual Cortex
Generating (and Reading) Words
Broca’s Area Wernicke’s Area
http://thebrain.mcgill.ca#convcon @bmassey @zahay

9.
#convcon @bmassey @zahay

10.
#convcon @bmassey @zahay

11.
AUTHORITY:
#convcon @bmassey @zahay
--Eugene M. Schwartz

12.
SCARCITY:
#convcon @bmassey @zahay
--Jim Kobs

13.
LIKING:
#convcon @bmassey @zahay
--Claude Hopkins

14.
SOCIAL PROOF:
#convcon @bmassey @zahay
--Eugene M. Schwartz

15.
COMMITMENT:
#convcon @bmassey @zahay
--Claude Hopkins

16.
RECIPROCITY:
#convcon @bmassey @zahay
--Robert Cialdini

17.
#convcon @bmassey @zahay

18.
#convcon @bmassey @zahay

19.
#convcon @bmassey @zahay

20.
#convcon @bmassey @zahay

21.
Author of
Scientific Advertising
Download a copy at
http://conversci.com/ccc13books
#convcon @bmassey @zahay Download at http://conversci.com/ccc13books

22.
Claude C. Hopkins
#convcon @bmassey @zahay

23.
--Eugene M. Schwartz, Breakthrough Advertising
#convcon @bmassey @zahay

24.
#convcon @bmassey @zahay
http://www.brainyquote.com/quotes/authors/d/david_ogilvy_2.html#I1DB2SUBQuzcYmiQ.99
-- David Ogilvy

25.
#convcon @bmassey @zahay
You’re in direct response advertising.
Admit it.

26.
1. Test a single element or test a completely different approach.
2. Be prepared to measure test results.
3. Work on the “Beat the Champ” Principle.
4. Make sure your tests are statistically valid.
5. Analyze your results based on “net” dollar return.
6. Don’t assume someone else’s results will turn out the same
way for your market.
7. Don’t think test results are forever.
8. Avoid the disease of over-testing.
#convcon @bmassey @zahay
Who wrote this?

27.
Respected leader in
the field of direct
marketing, a strategic
thinker, an effective
teacher/lecturer, an
award-winning
creative thinker, a
noted author
“Probably the most
misunderstood
concept in direct
marketing is the
offer.”
#convcon @bmassey @zahay

28.
#convcon @bmassey @zahay
-- Jim Kobs

29.
#convcon @bmassey @zahay
-- John Caples

30.
Author of
Tested Advertising Methods
#convcon @bmassey @zahay Download at http://conversci.com/ccc13books

31.
Author of
Ogilvy on Advertising
Confessions of an
Advertising Man
#convcon @bmassey @zahay Download at http://conversci.com/ccc13books

32.
#convcon @bmassey @zahay
David Ogilvy

33.
#convcon @bmassey @zahay
-- John Caples

34.
Email copy test.
Subject line and landing page
remained the same.

35.
If you enjoy using technology to save time and money,
TXU Energy has something special for you.
Introducing the iThermostat™, a fully Web-enabled
programmable thermostat that lets you monitor and manage
your home's temperature from any Internet-connected
computer. Now you can control your home environment from
almost anywhere – saving money and conserving energy.

36.
The iThermostat was introduced over a year ago and it has
already proven to be an easy and effective way to control the
cost of heating and cooling your home. Its biggest advantage
is that it connects wirelessly to the Internet. This allows
you to program the unit using a Web browser.

37.
The VCR promised to revolutionize our TV viewing habits, but
it was the Internet-connected digital video recorder that made
scheduling and recording TV programs easy enough for
everyone.
TXU Energy has introduced a similar revolution with an
Internet-connected thermostat that makes it easy to control
your home's temperature and energy costs.

38.
#convcon @bmassey @zahay

39.
#convcon @bmassey @zahay
-- Jim Kobs

40.
Thanks to Allworld Machinery and the Northern Stars Team,
Marketing Technology, NIU, Spring 2013

41.
Branded
Unbranded
AGAIN, CLEAR OFFER “SAME DAY
SHIPPING” OUTPERFORMS WEAK
OFFER
Thanks to Allworld Machinery and the TBA Team,
Marketing Technology, NIU, Spring 2013
Sakagami Seals
All of Your Machinery Supply Needs.
Quick & Easy Delivery, Act Today!
www.allworldmachinery.com/seals
Industrial Machine Parts
Wide Selection of Seals &
Packings. Same Day Shipping.
allworld.com/SakagmiSeals

42.
#convcon @bmassey @zahay
Jim Kobs

43.
Why it was successful
Manage Your Website
All Your Site Services, One System
Call For A Free Consultation Today
www.IdeosityCMS.com
Thanks to Ideosity and the Interactive
Masterminds Team, Marketing
Technology, NIU, Spring 2013

44.
What went wrong? High Impressions/low CTR
 Weak Call-To-Action
 Poor Results
B2B Website MGMT Software
Create Customize and Manage Content
See Our Site Solutions Here
www.IdeosityCMS.com
Thanks to Ideosity and the Interactive
Masterminds Team, Marketing Technology,
NIU, Spring 2013

45.
Thanks to the BAM
Team, Marketing
Technology, NIU, Spring
2013

46.
 Free Gift Offers
 Discount offers
 Sample Offers
 Time Limit Offers
 Guarantee Offers
 Build-up-the Sale Offers
 Sweepstakes Offers
 Club and Continuity Offers
#convcon @bmassey @zahay

47.
#convcon @bmassey @zahay

48.
Successful
Retailer, Consultant,
Retired, Award
Recipient and
Author
“Penicillin, Rubber-
Photography, x-
rays, the telescope
and my beginnings
in direct mail.
happened by
accident”
#convcon @bmassey @zahay

49.
MURRAY RAPHEL
#convcon @bmassey @zahay

50.
Author of
Breakthrough Advertising
Find out how to download a
free copy at
http://conversci.com/ccc13books
#convcon @bmassey @zahay

51.
--Eugene M. Schwartz, Breakthrough Advertising
#convcon @bmassey @zahay

52.
#convcon @bmassey @zahay

53.
WHAT KIND OF COPY
SHOULD WE WRITE?
Most Aware Product Aware Solution Aware Problem Aware Unaware
Eugene Schwartz’s “Five Levels of Awareness”
Direct Indirect
Product and
Price
Discounts
and Deals
Claims and
Proof
Benefits and
Anxieties
Stories and
Secrets
Source: Great Leads by Michael Masterson and John Forde
#convcon @bmassey @zahay

54.
#convcon @bmassey @zahay

55.
Most Aware Product Aware Solution Aware Problem Aware Unaware
#convcon @bmassey @zahay

56.
Most Aware Product Aware Solution Aware Problem Aware Unaware
#convcon @bmassey @zahay

57.
Most Aware Product Aware Solution Aware Problem Aware Unaware
#convcon @bmassey @zahay

58.
Most Aware Product Aware Solution Aware Problem Aware Unaware
#convcon @bmassey @zahay

59.
Most Aware Product Aware Solution Aware Problem Aware Unaware
#convcon @bmassey @zahay

60.
#convcon @bmassey @zahay

61.
#convcon @bmassey @zahay

62.
#convcon @bmassey @zahay

63.
#convcon @bmassey @zahay

64.
#convcon @bmassey @zahay
http://www.theverge.com/2013/1/30/3933412/nest-shipping-over-
40000-thermostats-every-month

65.
#convcon @bmassey @zahay

66.
#convcon @bmassey @zahay

67.
#convcon @bmassey @zahay

68.
#convcon @bmassey @zahay

69.
#convcon @bmassey @zahay

70.
#convcon @bmassey @zahay

71.
#convcon @bmassey @zahay

72.
#convcon @bmassey @zahay

73.
#convcon @bmassey @zahay

74.
#convcon @bmassey @zahay

75.
#convcon @bmassey @zahay

76.
#convcon @bmassey @zahay

77.
#convcon @bmassey @zahay

78.
#convcon @bmassey @zahay

79.
#convcon @bmassey @zahay

80.
#convcon @bmassey @zahay

81.
#convcon @bmassey @zahay

82.
#convcon @bmassey @zahay
Always be looking for your next great control

83.
#convcon @bmassey @zahay
Forward to Scientific Advertising by David Ogilvy