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Creative Rules That Work for Print Part 2 (Slides 62-123)


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Creative Rules That Work for Print Part 2 (Slides 62-123)

  1. 1. Welcome to the DMA’sCreative Certification Course Part Two Creative Rules that Work for Print Slides 62-123 Thurs., Oct 18, 2012 ; 8:30am - 12:00pm Presented by Alan Rosenspan & Carol Worthington-Levy
  2. 2. New controlby CWL TEAM A DM packageWe were not able to talk them into an offer62
  3. 3. Next controlby CWL TEAM A DM self-mailer tested with and without an offer.But the offer sucked.63
  4. 4. “Offers don’t work for us” Correction: bad offers don’t work. Or Offers don’t work if the audience is wrong/ Mailing list is bad Is a cheap electric BBQ fork that’s been out on the market for a few years a good offer? Ecchh! NEXT slide: the offer that won (Thanks to Alan!)64
  5. 5. 65
  6. 6. 66
  7. 7. 67
  8. 8. Key Driver #2 IT MUST BE ALL ABOUT BENEFITS68
  9. 9. “The customer or prospect doesn’t give a damn about you, your company or your product. “All that matters is ‘What’s in it for me?’” — Bob Hacker69
  10. 10. Determine your main benefit • Definition of feature and benefit • A feature is what your product is or does • A benefit is what it does for the user • Advertisers sell features; people buy benefits • All benefits are not created equal70
  11. 11. Why does anyone buy these products? Product: Product: Gasoline Washing Powder Features: Features: Poisonous, Powdery, granular, smelly, comes in a expensive. box, poisonous. Benefit: Travel! Benefit: Clean clothing (You’ll feel clean and fresh)71
  12. 12. You can turn almost anything into a benefit(How about the high price of a Porsche?)
  13. 13. 74
  14. 14. 75
  15. 15. The Incredible Pencil Test How many features andbenefits can you think of for an ordinary #2 pencil?
  16. 16. Ranking your benefits Is it unique? Is it important to your market? Is it believable? Is it a personal benefit?77
  17. 17. Key Driver #3 IT MUST ADD VALUE78
  18. 18. If the only time I ever hear from your company is when you want to sell me something… …then I’m not sure I want to hear from your company
  19. 19. • Add valuable information• Add tips or advice• Add something that helps them• Add something they didn’t expect• Add entertainment
  20. 20. 85
  21. 21. Turn your direct mail package into a fortune cookie Something that people just can’t wait to open
  22. 22. Key Driver #4 IT MUST HAVE URGENCY92
  23. 23. And in this uncertain economy… People are deferring purchase decisions Why do I need it has become: Why do I need it now?93
  24. 24. Create urgency now! Tell people what will happen if they don’t respond Give them a deadline… Use urgent language Consider a fast 50… but never honor it94
  25. 25. 95
  26. 26. Psychology studies show…People are more motivated by fear of loss than by the prospect of gain96
  27. 27. 97
  28. 28. Key Driver #5 IT MUST BE TARGETED98
  29. 29. 99
  30. 30. 101
  31. 31. 102
  32. 32. 103
  33. 33. How to Evaluate Direct Mail104
  34. 34. Choosing the right format• Choice of formats: • Boxes • Self-mailers • Postcards • Letter packages• Testing is essential• Change is good105
  35. 35. Self mailers  Why do so many companies use them?  Easy to do, less work  More graphic, more fun  Usually cheaper  When to consider a self-mailer  A simple message or offer  As part of a continuity program  When you have no time  When you have many classes or seminars  When you expect a low response rate  unqualified list  If you do decide to use a self-mailer…  Be careful about the BRC  Test against it106
  36. 36. Postcards can pull  They must be visually-oriented  They must be single-minded – almost like a tiny billboards  Use them strategically  Use unusual size or shape postcards  www.shipshapes.net107
  37. 37. 108
  38. 38. 109
  39. 39. 110
  40. 40. 111
  41. 41. 112
  42. 42. Carol’s favorite postcard: the ‘don’t let this happen to you’ approach! • For a proofreading service113
  43. 43. You can Bet on a Box • It has a 100% opening rate • It gets a lot of attention - almost like a gift • It forces you to be creative • It will be the most memorable mailing the person receives that day • It doesn’t matter what you put in the box…114
  44. 44. …if you do use a box  Your company name must be prominent  Nothing perishable or fragile – unless that’s the point  Don’t just do half the job – include a letter, a reply device, a strong offer….115
  45. 45. 116
  46. 46. 117
  47. 47. 118
  48. 48. A slight diversion by Carol…about dimensional packages • “They” say that boxes ONLY work for B2B – that it’s too expensive for consumer mailing… • Here is an exception to that rule • It also brings up the old adage, if you don’t ask, you won’t get…119
  49. 49. Finding our way to the big idea… • Isuzu was introducing a line of vehicles under the title, ‘Ironman’ • These were a few different models, so we couldn’t concentrate on one specific market • Brainstormed around “Ironman” and then someone said,… “I wish we could send them a running shoe in the mail to highlight the Ironman competition!” …120
  50. 50. Isuzu Ironman dimensional package • Highly cost effective • Beat a flat direct mail package in a head to head test • Incredible ROI • It led to new profitable relationship with Reebok • Winner National Postal Forum awardElements: outer box, letter, brochure, reply form, offer121
  51. 51. One more: anamazing ideafor a box pkg.A collapsible boxthat slips underthe door…“Breaking into yourapartment may beeasier than you think!”122
  52. 52. Back to Alan: The Letter Package• Elements include: • Outer envelope or OE • Letter - usually personalized • Brochure • Reply device • Extra enclosures• Usually outpulls other formats (except boxes)• Always outpulls self-mailers• Still allows for creativity and flexibility123