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What We Can Learn from Direct Marketers by Brian Massey and Debra Zahay


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What We Can Learn from Direct Marketers by Brian Massey and Debra Zahay

  1. 1. Debra Zahay, The ProfessorBrian Massey, The Conversion Scientist#convcon @bmassey @zahay
  2. 2.  LEARN why it is so hard to get and keep the attention of people UNDERSTAND why direct mail copywriters have something toteach us about Web marketing HEAR the tips provided by the most successful direct mailcopywriters SEE examples of these techniques in action on the WebBUT WAIT! THERE’S MORE#convcon @bmassey @zahay
  3. 3.  Start Small and build (Freedman and Frasier 1966) Progressively Escalating commitments (Trivial first commitmentssuch as agreeing to be interviewed can lead to organ donation(Schwartz 1970) Used in Business-to-Business as well#convcon @bmassey @zahayBut wait! There’s MORE!
  4. 4.  Professor/Data Scientist Author of over 22 articles Consultant President of Zahay, Inc. National Speaker AuthorInternet Marketing:Integrating Online andOffline Strategies Looks Good in Black#convcon @bmassey @zahay
  5. 5. Founder of Conversion SciencesConsultantNational SpeakerAuthorYour Customer Creation EquationLabwear Fashion Model#convcon @bmassey @zahayBRIAN MASSEY
  6. 6. #convcon @bmassey @zahay
  7. 7. Source: Wizard Academy www.wizardacademy.comWernickeBroca @bmassey @zahay
  8. 8. Seeing Words PassivelyPrimary Visual CortexGenerating (and Reading) WordsBroca’s Area Wernicke’s Area @bmassey @zahay
  9. 9. #convcon @bmassey @zahay
  10. 10. #convcon @bmassey @zahay
  11. 11. AUTHORITY:#convcon @bmassey @zahay--Eugene M. Schwartz
  12. 12. SCARCITY:#convcon @bmassey @zahay--Jim Kobs
  13. 13. LIKING:#convcon @bmassey @zahay--Claude Hopkins
  14. 14. SOCIAL PROOF:#convcon @bmassey @zahay--Eugene M. Schwartz
  15. 15. COMMITMENT:#convcon @bmassey @zahay--Claude Hopkins
  16. 16. RECIPROCITY:#convcon @bmassey @zahay--Robert Cialdini
  17. 17. #convcon @bmassey @zahay
  18. 18. #convcon @bmassey @zahay
  19. 19. #convcon @bmassey @zahay
  20. 20. #convcon @bmassey @zahay
  21. 21. Author ofScientific AdvertisingDownload a copy at @bmassey @zahay Download at
  22. 22. Claude C. Hopkins#convcon @bmassey @zahay
  23. 23. --Eugene M. Schwartz, Breakthrough Advertising#convcon @bmassey @zahay
  24. 24. #convcon @bmassey @zahay David Ogilvy
  25. 25. #convcon @bmassey @zahayYou’re in direct response advertising.Admit it.
  26. 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 sameway for your market.7. Don’t think test results are forever.8. Avoid the disease of over-testing.#convcon @bmassey @zahayWho wrote this?
  27. 27. Respected leader inthe field of directmarketing, a strategicthinker, an effectiveteacher/lecturer, anaward-winningcreative thinker, anoted author“Probably the mostmisunderstoodconcept in directmarketing is theoffer.”#convcon @bmassey @zahay
  28. 28. #convcon @bmassey @zahay-- Jim Kobs
  29. 29. #convcon @bmassey @zahay-- John Caples
  30. 30. Author ofTested Advertising Methods#convcon @bmassey @zahay Download at
  31. 31. Author ofOgilvy on AdvertisingConfessions of anAdvertising Man#convcon @bmassey @zahay Download at
  32. 32. #convcon @bmassey @zahayDavid Ogilvy
  33. 33. #convcon @bmassey @zahay-- John Caples
  34. 34. Email copy test.Subject line and landing pageremained the same.
  35. 35. If you enjoy using technology to save time and money,TXU Energy has something special for you.Introducing the iThermostat™, a fully Web-enabledprogrammable thermostat that lets you monitor and manageyour homes temperature from any Internet-connectedcomputer. Now you can control your home environment fromalmost anywhere – saving money and conserving energy.
  36. 36. The iThermostat was introduced over a year ago and it hasalready proven to be an easy and effective way to control thecost of heating and cooling your home. Its biggest advantageis that it connects wirelessly to the Internet. This allowsyou to program the unit using a Web browser.
  37. 37. The VCR promised to revolutionize our TV viewing habits, butit was the Internet-connected digital video recorder that madescheduling and recording TV programs easy enough foreveryone.TXU Energy has introduced a similar revolution with anInternet-connected thermostat that makes it easy to controlyour homes temperature and energy costs.
  38. 38. #convcon @bmassey @zahay
  39. 39. #convcon @bmassey @zahay-- Jim Kobs
  40. 40. Thanks to Allworld Machinery and the Northern Stars Team,Marketing Technology, NIU, Spring 2013
  41. 41. BrandedUnbrandedAGAIN, CLEAR OFFER “SAME DAYSHIPPING” OUTPERFORMS WEAKOFFERThanks to Allworld Machinery and the TBA Team,Marketing Technology, NIU, Spring 2013Sakagami SealsAll of Your Machinery Supply Needs.Quick & Easy Delivery, Act Today! Machine PartsWide Selection of Seals &Packings. Same Day
  42. 42. #convcon @bmassey @zahayJim Kobs
  43. 43. Why it was successfulManage Your WebsiteAll Your Site Services, One SystemCall For A Free Consultation Todaywww.IdeosityCMS.comThanks to Ideosity and the InteractiveMasterminds Team, MarketingTechnology, NIU, Spring 2013
  44. 44. What went wrong? High Impressions/low CTR Weak Call-To-Action Poor ResultsB2B Website MGMT SoftwareCreate Customize and Manage ContentSee Our Site Solutions Herewww.IdeosityCMS.comThanks to Ideosity and the InteractiveMasterminds Team, Marketing Technology,NIU, Spring 2013
  45. 45. Thanks to the BAMTeam, MarketingTechnology, NIU, Spring2013
  46. 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. 47. #convcon @bmassey @zahay
  48. 48. SuccessfulRetailer, Consultant,Retired, AwardRecipient andAuthor“Penicillin, Rubber-Photography, x-rays, the telescopeand my beginningsin direct mail.happened byaccident”#convcon @bmassey @zahay
  49. 49. MURRAY RAPHEL#convcon @bmassey @zahay
  50. 50. Author ofBreakthrough AdvertisingFind out how to download afree copy at @bmassey @zahay
  51. 51. --Eugene M. Schwartz, Breakthrough Advertising#convcon @bmassey @zahay
  52. 52. #convcon @bmassey @zahay
  53. 53. WHAT KIND OF COPYSHOULD WE WRITE?Most Aware Product Aware Solution Aware Problem Aware UnawareEugene Schwartz’s “Five Levels of Awareness”Direct IndirectProduct andPriceDiscountsand DealsClaims andProofBenefits andAnxietiesStories andSecretsSource: Great Leads by Michael Masterson and John Forde#convcon @bmassey @zahay
  54. 54. #convcon @bmassey @zahay
  55. 55. Most Aware Product Aware Solution Aware Problem Aware Unaware#convcon @bmassey @zahay
  56. 56. Most Aware Product Aware Solution Aware Problem Aware Unaware#convcon @bmassey @zahay
  57. 57. Most Aware Product Aware Solution Aware Problem Aware Unaware#convcon @bmassey @zahay
  58. 58. Most Aware Product Aware Solution Aware Problem Aware Unaware#convcon @bmassey @zahay
  59. 59. Most Aware Product Aware Solution Aware Problem Aware Unaware#convcon @bmassey @zahay
  60. 60. #convcon @bmassey @zahay
  61. 61. #convcon @bmassey @zahay
  62. 62. #convcon @bmassey @zahay
  63. 63. #convcon @bmassey @zahay
  64. 64. #convcon @bmassey @zahay
  65. 65. #convcon @bmassey @zahay
  66. 66. #convcon @bmassey @zahay
  67. 67. #convcon @bmassey @zahay
  68. 68. #convcon @bmassey @zahay
  69. 69. #convcon @bmassey @zahay
  70. 70. #convcon @bmassey @zahay
  71. 71. #convcon @bmassey @zahay
  72. 72. #convcon @bmassey @zahay
  73. 73. #convcon @bmassey @zahay
  74. 74. #convcon @bmassey @zahay
  75. 75. #convcon @bmassey @zahay
  76. 76. #convcon @bmassey @zahay
  77. 77. #convcon @bmassey @zahay
  78. 78. #convcon @bmassey @zahay
  79. 79. #convcon @bmassey @zahay
  80. 80. #convcon @bmassey @zahay
  81. 81. #convcon @bmassey @zahay
  82. 82. #convcon @bmassey @zahayAlways be looking for your next great control
  83. 83. #convcon @bmassey @zahayForward to Scientific Advertising by David Ogilvy