A further exploration of the use of direct marketing. Targeted advertising makes the best use of your ad budget.

1. Copywriting III
Direct marketing

2. Course outline and objectives
Strategy Direct Mail Web copy Public relations
You are here

3. Marketing tactics
CRM
Landing pages
Direct marketing
Search engine advertising
Public relations

4. You are here
Lead nurturingLead nurturing
Generate leadsGenerate leads
Social + business
Intel
Social + business
Intel
Lead distributionLead distribution
Marketing
automation
Marketing
automation
Lead
qualification
Lead
qualification
Lead FlowLead Flow

5. The Right Audience
• Mailing lists
• Current customers
• Leads

6. Be a profiler
• Demographics
• Psychographics
• Feedback
• Aspirations

7. Completing the audience profile
• Imagine the world through the audience’s
eyes
• Understand their priorities
• How might they react to the message?

8. How do you speak to the people in your
life?

9. Creative angles for DM
• Before and after from miserable to joyous
• Wit
• Fear, uncertainty and doubt (FUD)
• Knock the competition not overt
• Intrigue what’s the secret
• Provoke
• Gimmicks teasers, special folds

10. The Right Offer
• Lead with price right?
• How about some content?
• Integrated campaign

11. The Right Creative
• Be clear
• Web – again with the integrated campaign
• Make it easy

12. Advantages of DM
• Targeted, personal and still relatively
inexpensive

13. Why do we still use it?
• Generate leads
• Warm up prospects

14. Possible variations
• Handwritten or printed?
• Envelope colour?
• Teaser copy or not?
• Large envelope? Standard size?
• Postcard? Letter?

15. It’s all in the Headline
• Be relevant
• Include an offer relating to UVP
“New cure discovered for arthritis
sufferers. 90% in trial got relief.”

16. Take the right steps
• Problem statement
• Imagine
• Solve the problem through F+B
• Address objections
• Make the offer
• CTA
• PS

17. Best practices
• Not standalone pieces
• Couple with email, publicity, sales
• Remember, don’t sell - tell

18. Case study: Amnesty International
Target audience:
• Well-read
• Interested in current affairs
Tone of voice:
• Humanity
• Ordinary people standing up to injustice
• True to concept
Shelf life
• Not issue-specific

20. There’s a man in Algeria
who tortures people. It’s his job and he’s good
at it;
he uses a variety of tools,
including broken glass and
a blow torch.
An Iranian official is paid
to kill people, including children. He’s been
known
to hang them in public
streets.
All these people are real.
They are all going about
their business as you read
this leaflet. They all want
to carry on undisturbed.
So they all share one
hope: that you will not join
Amnesty International.

21. Brook Brothers

22. Targeted and Direct
Remember – there is a limited time offer

23. Targeted and Direct
There’s a disconnect – where’s the offer?

24. Let’s check out the B2B version

25. But why can’t I see it?

26. Make it personal and make it interesting
This weedkiller will stop weeds from damaging your driveway
Doesn’t it drive you crazy when weeds destroy your driveway?
Well, you don’t have to put up with it anymore…

27. Make the message strong, clear and simple
Do you ever get the feeling that you are paying too much for your gas and
hydro bills?
Looking for savings on your energy bills?

28. Use intrigue or a promise to attract interest
Reduce the appearance of wrinkles
Discover the secret to younger looking skin

29. Consider a strong sales offer
Sunday Sale – big discounts
Amazing! 2-for-1 (or two for one) on all items this Sunday!

30. Present the benefits clearly and use sub heads
These children need your help
You can send these children to school