direct marketing offer and copy
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Creating the right offer and writing the right copy for a successful dm campaign. 2nd year college marketing class slidedeck.
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direct marketing offer and copy
- 2. the list the offer 10% the creative the channel 10% 40% 40%
- 3. a science and an art
- 13. message tips
- 14. emotional
- 15. logical
- 16. moral
- 17. tease
- 18. benefits
- 19. customer can…
- 20. save
- 21. negative appeal
- 22. urgency
- 23. competition
- 24. question
- 25. empathy
- 26. long-form
- 27. the message the offer terms the call to action
Editor's Notes
- Science: ResearchArt: Creativity
- emotional and logical
- BelievabilityInvolvement (avoid glaze over)Creativity (think exclusivity)Logical fit w/ business, theme + response
- Free gift with purchase and Other free offersDiscount offersSale offers (discount explained)Sample offersGuarantee offers (money back if you don’t get a job!)Sweepstakes offers
- Free gift with purchase and Other free offers
- Discount offers
- Sale offers (discount explained)
- Sample offers
- Guarantee offers (money back if you don’t get a job!)
- Sweepstakes offers
- YOU focusHeadlines / Body copyKey words (Free, You, How, Now, Why, Today, Save, Why, At last, Limited)Colorful vocabularyBenefits vs. featuresNarrativeLong form vs. short
- Emotional AppealLogical appealMoral appealTeaser approachBenefits focusCustomer can gain / become / avoid somethingPeople can save (more than money)Negative appeal (product as hero)Urgency appealCompetitive differencesAsk a questionShow empathyLong-form copy (more than 25 words on an envelope to attract attention)