The document discusses strategies for direct marketing campaigns including print advertisements and mailers. It provides response rate statistics for different mediums and tips on writing effective copy. Key points covered include using emotional and benefit-focused language to attract and convert customers. The overall goal is to clearly communicate the offer and call to action.

1. Presented by Lindsey Fair

2. Attrraction
 Bait the hook
 Emotional
 Call to Action
Conversion
 Informational
 Benefits vs Features
 Call to Action

3. DISTRUBTION
flyers publications point-of- mail
purchase

4. ROI of a direct poster campaign is
$1 : $8 (DMA)
Used for new customer acquisition
/ prospects only, not for house lists.
Typical response rate = 0.05%
High response rate = 1.5%
Low response rate = 0.009%

5. ROI of a direct publications ad
campaign is $1 : $10 (DMA)
Used for primarily for new customer
acquisition.
Typical Response Rates:
Newspaper : 0.5%
Magazine: 0.17%
(Brains on Fire)
*Based on non-house list only. If mag / news is
an internal com piece then rates double+.

7. TIPS
YOU FOCUS
HEADLINES / BODY COPY
COLORFUL VOCABULARY
BENEFITS VS. FEATURES
NARRATIVE
message

8. GOAL OF MESSAGE
THE GOAL OF EVERY WORD YOU
WRITE: RESPONSE
WHAT AM I SELLING? TO WHOM?
WHAT DO I WANT THEM TO DO???
message

9. THE HEADLINE
message

10. THE BODY
message

11. the AIDA principle

12. stripper

13. benefits

14. emotional

15. logical

16. moral

17. empathy

18. competition

19. question

20. CONCENTRAT
ION
Small space w/ single large element
will get more attention.

21. COHESION
Headline, picture, caption, body,
offer, terms should lead to each
other rather than to the outside of
the ad

22. CONTRAST
Must stand out but with balance

23. CONVECTION
UX flow
• 35-45 character columns
• drop capitals to start body
• use captions
• use subheadings
• direct to offer at every
opportunity