Digital Creative 3


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Digital Creative 3

  1. 1. Welcome to the DMA’s Creative Certification Course Part Three Digital  Crea+ve  that  Engages   Customers   Thurs.,  Oct.  17,  2013  ;  1:00-­‐  2:45  pm Alan  Rosenspan  •  Nancy  Harhut  •  Carol  Worthington-­‐Levy  
  2. 2. Want to reach any of us? Alan Rosenspan: Nancy Harhut: Carol Worthington-Levy You’ll also find us in LinkedIn! 2  
  3. 3. What  ‘digital  media’  are  we     talking  about?   •  •  •  •  Websites   Email   E-­‐newsleEers   Anything  you  want  to  talk  about   •  NOTE:  for  email,  the  same  rules  of  engagement  apply  as  they   do  in  space  adverKsing   •  For  websites  it’s  akin  to  direct  mail   •  Just  because  it’s  a  website,  doesn’t  mean  the  copy  can  be   wriEen  poorly  (believe  it  or  not!   3  
  4. 4. Design  for  the  web   •  It’s  not  always  preEy   •  Contrast  is  extremely  important   •  Get  viewers  to  the  thing  they’re  interested  in     within  two  clicks   •  Don’t  waste  the  viewer’s  Kme  with  lengthy  special   effects  –  they  hate  it   •  Use  science  to  guide  the  design:  eyeflow,  legibility     and  comprehension,  etc.   •  Sell,  sell,  sell     4  
  5. 5. Direct  selling  site  comparison   Compare  these  designs…   •  Note  the  format  –  two   column  or  three   column?   •  Color  scheme:  pale   blues  and  mid  blues   (lower  contrast)   •  Special  offers  and   clearance  below  the   main  image   •  One  main  image  that   does  not  change     5  
  6. 6. Same  products/site  comparison   •  3  column  format   •  Color  scheme:  Deep  red  and   black  with  some  gray:  contrast!!   •  Special  offers  and  clearance  to   the  right  of  the  main  image   •  Main  image  changes  to  4   different  products/offers   •  Special  offer  to  get  signups   •  Strong  right  hand  column  with   products  and  specials   •  Upper  right  corner  for  closeouts.   6  
  7. 7. Special  offer   •  Upper  le_  for  ‘signup’  offer   and     ‘search  our  site’….  PLUS…   •  OFFER  TEST     (free  Kps  vs.  free  knife)   •  Remember:  a  website  is  just   another  direct  marke+ng   medium   7  
  8. 8. Performance?  Let’s  compare  that,  too…   4  screen  views/visit                                        7  screen  views/visit                                More  visits                                                                            More  signups  for  email                      More  returning  customers/back  end   Catering Supplies | Catering Equipment 100% Secure Shopping Cart 0 Items $0.00 View Cart FREE STANDARD SHIPPING on orders of $195 or more Hot New Items Monthly Specials Index FAQ Contact Us For FREE tips and special offers! your email address MONTHLY DRAWINGS: You could win a beautiful knife! Enter keywords/model number search... Chafer | Cabo Flair Riser | Glo-Ice Light Boxes | Coldmaster Server Disposable & Paper Products Dining Supplies Beverage Products Over 15,000 products for caterers and food service professionals! Buffet Service Decorations Cookware Plates and Bowls Bar Supplies Food Transport Food Prep Supplies Food Service Equipment Cleaning Supplies Alfa International Amana • Sheet Pans • Stock Pots • Saute Pans • Melamine Dinnerware • Plastic Plates and Bowls • China • Pitchers • Glasses • Bar Accessories Anchor Hocking APW Wyott Equipment Induction Pan Carriers Berkel Best Manufacturers Blendtec Blodgett Bon Chef Buffet Enhancements See All Brands... • Convection Ovens • Heated Cabinets • Blenders Food Storage • Induction Ranges • Induction Chafers • Induction Cookware Displayware • Insulated Bags • Insulated Carriers • Pan Racks Disposables 8  
  9. 9. Consumer  site:       Niman  Ranch  Premium  meats   •  Every  product  photo  leads   to  a  purchase  page   •  More  appe+te  appeal   through  affinity  with  great   chefs  and  recipes   •  Promo+on  with  deadline:   monthly  and  weekly  specials   •  Tells  unique  selling   proposi+on:  all  NR  meat   from  small  closed  herds  with   cruelty-­‐free  treatment     9  
  10. 10. Tes+ng  told  us  to  emphasize  the  taste     and  tell  less  anK-­‐cruelty  stories   The  winner!   Right  hand  column  is  dedicated    to   selling  products   Right  hand  column  is  dedicated   to  stories  and  value-­‐add   10  
  11. 11. NavigaKon     Quick  easy  links  help  customer  find  exactly   what  they  want  —  instantly       Top  sec+on  is  for  shopping     Middle  secKon  is  for  gi_ing,  specials  and   new  items     BoEom  secKon  is  for  chefs/restaurants,   the  Trade,  Farmers,  corporate  gi_ing     RegistraKon  into  site  will  give  customer   access  to  email-­‐only  offers   11  
  12. 12. Selling  pages     12   •  Quick  easy  links  help   customer  find  exactly   what  they  want  —   instantly     •  Appe+te  appeal  galore:     in  the  COPY  as  well  as     the  photos   •  Tes+monials  conKnue  to   posiKon  Niman  Ranch  as   the  tasKest  of  all   •  Content  tells  the  curious   customer  more  about  the   meat  and  the  mission    
  13. 13. Selling  pages   One click, and they’re in their favorite category of meat and ready to buy Homes  in  on  specific   products   13  
  14. 14. Content  pages   Makes  a  website  a  ‘search  magnet   •  ‘Chef’  page  always  has  a  recipe   •  Chefs  will  change  out  on  ‘refresh’   •  Recipes  -­‐  a  growing  library   •  Research  told  us  that  taste  was  paramount         •  ‘Farmer’  Page  Tells       14   the  closed-­‐herd   story:  safer,  low-­‐ volume,  cruelty  free   •  PosiKons  small   farms/farmers  as   heroes  who  work   every  day  for  safer,   tasKer  meats          
  15. 15. How  should  a  nonprofit  site  look?     It  depends  on  the  goal  …   •  Direct  dona+on  site  –  keep   it  as  simple  as  possible   •  Make  offers  for  donaKons   stand  out  (see  upper  right)   15  
  16. 16. Main  nonprofit  site  has  different  goals   •  •  •  •       InformaKonal  and  lead  generaKon   The  top  secKon  changes  out  every  few  seconds   This  site  has  room  for  many  stories,  including  a  video   Customer  involvement:  get  people  to  consider  long  term  giving   16  
  17. 17. Making  extra  money  on  a  nonprofit  site   •   LIVESTRONG  started   for  fundraising/ nonprofit  but  has   now  become  a   lifestyle  and  health   website   •  Note  they  actually   sell  adverKsing  space   on  their  site  —  it   pays  to  do  this  and   visitors  don’t  mind   17  
  18. 18. Google’s  heat  map  study   18  
  19. 19. Making  Your  Emails     Sizzle   10  quick  .ps  for     more  email   •  Great  copy  is  essenKal…   •  …but  there  are  other  things  that  will  affect   whether  anyone  sees  it  –  or  reads  it   19  
  20. 20. 1.  Know  who  you’re  mailing  to   A)  Rental  lists  vs.  your  house  list   •  •  •  •  Most  rental  lists  are  not  worth  a  dime          (regardless  of  what  your  list  broker  tells  you)   Your  double  opt-­‐ins  are  good  –  special  messages  to  get  them   shopping   Your  customers  are  the  best  audience!     Your  task:  gepng  their  next  order   B)  Know  your  house  list  –  and  split  it  up              into  segments    No  email  should  go  to  EVERYONE  on  your  list!   20  
  21. 21. 2.  Use  interesKng,  varied  subject  lines     Market-­‐appropriate  works  beEer  than  generalized     If  you  only  talk  “sale”,  keep  it  as  interesKng  as  possible     Check  your  own  email  —  noKce  what  you’ve  been  responding  to   Boring,  bad…                                                                                  Too  much  of  the  same  promo   21  
  22. 22. Hint:  Your  offer  makes  a  great  subject  line   –  But  if  you  never  change  the  offer,  you  lose  the  offer’s  “juice”   –  The  power  of  the  ‘free  shipping’  offer  is  so  diminished,  it’s  no   longer  seen  as  an  offer  or  an  ‘opener’   Even  free   shipping  can   become   boring  if  it’s   the  only  offer   you  use!   22  
  23. 23. Here’s  how  to  get  your  email  opened     Lots  of  subject  line  variaKon  keeps  them  on  their  toes   23  
  24. 24. 3.  Test.  Suggest  tests.  Demand  tests. Otherwise,  if  it  fails,  everyone  will  blame  the!     •  TEST…Different  offers   •  Date/Kme  limit  versus  offer  emphasis   •  Length  of  Kme  they  have  to  respond  –  today  only;  5  hour  sale;  etc.   •  Their  name  in  the  subject  line  vs.  not   •  YOUR  name  in  the  subject  line  vs.  not   •  NEW  products  vs..  ‘Sneak  Preview’  approach   •  Design:  what  kinds  of  photos  or  graphics  work  best   •  MAKE  SURE  you  test  with  an  A-­‐B  split,  and  keep  track  of  results   and  long-­‐term  behavior   24  
  25. 25. Offer  tests:  Create  offers  your  audience  can’t  resist •  •  •  •  Knowing  your  audience  gives  you  beEer  offer  ideas   Some  audiences  don’t  respond  to  discounts   Measure  the  responder  behavior  -­‐  to  determine  lifeKme  value   Test  Different  offers   –  free  shipping  vs.  a  gi_            —  discount  vs.  free  shipping   –  a  gi_  card  for  both  you  and  your  friend,  vs..  a  higher   discount  for  you  alone     –  two  different  gi_s  (‘home  made  jam’  vs..  ‘ten-­‐year  spatula’)   –  A  challenge:  design  the  next  dress;  write  a  romanKc  story   –  Deadline  by  which  they  must  respond  to  get  the  gi_   –  A  sweeps  or  drawing  vs.  a  gi_  now   25  
  26. 26. Offer  tesKng  can  yield  surprises!     We  offer-­‐tested  a     white  paper  about         their  topic   (Permission  email)   vs.  a  chance  to  win   a  Tablet  PC.   The  list  was  all  opt-­‐ ins  from  the  past   year.  PreEy   qualified.   Which  do  you   think  got  the  most   responses?   Which  do  you   think  got  the  best   quality  responses?   Permission Email Expert Shares Secrets FREE Free from MediaLinq: The Definitive Guides to Permission Email REGISTER NOW. OFFER ENDS 12/31/02 Dear Named Recipient, If you’d like the inside scoop on how to boost response from your permission mail campaigns, here’s some great news: The Definitive Guides to Permission Email gives full details on how to generate higher response rates, and its yours FREE just for watching our 5-minute demo about MediaLinq Permission Email! JUST CLICK HERE! Just click here to receive The Definitive Guides to Permission Email free, and to watch our on-line demo. “Thanks for making such a wide range of information available in a concise set of guides... makes it far easier to pursue more successful permission email marketing.” — Richard Johns, President, Superior Color About the Author of The Definitive Guides to Permission Email Written by nationally recognized authority Laurie Beasley, The Definitive Guides to Permission Email provide you strategies and techniques that are benefiting email marketers around the world. Even better, our demo shows how you can easily manage email campaigns online with total ease and control via MediaLinq! MediaLinq Permission Email is so intuitive that many new users launch their first campaign in an hour or less — and you can too. Step-by-step menus walk you through everything. Just click to upload your lists, assign HTML and text emails, and schedule your broadcast. And you can track click-throughs and view reports in real time just as easily! Plus, you save the expense of email servers, cut the costs involved in handling bounce-backs and reduce the need for hand data entry. Create and manage permission email campaigns with speed and ease, raise response rates and reduce your IT burden! Laurie Beasley is a nationally recognized speaker and corporate trainer on direct marketing. As President of a DMA “Top 100” agency, she pioneered the use of permission marketing campaigns that have integrated direct mail, email, telemarketing and the World Wide Web. Laurie has taught dozens of seminars for the Business Marketing Association (BMA), the Direct Marketing Association (DMA) and the American Marketing Association (AMA). 26  
  27. 27. 4.  Keep  brand  consistent  with  voice  and  image   •  A  customer  recognizes  you  immediately  –  credibility!   Monday, September 6, 2010 Here’s  the    brand  via  catalog…          Here’s  the  brand  in  an  email                     Subject: Shhh...Sneak Peek (50% Off) Date: Thursday, July 29, 2010 7:02 AM From: Chico's <> Reply-To: "Chico's" <> To: Carol worthington-Levy Conversation: Shhh...Sneak Peek (50% Off) Private preview! Get a first look at the new fall collection (50% Off)* Please add to your safe sender list or address book. View on a mobile device or web browser.   *Buy 1 full-price item, get the 2nd full-price item (of equal or lesser value) 50% off. Full-price styles only. Offer valid in stores, online at or at 888.855.4986. Limited time only. Discounted item will be reflected at checkout. **30% off already reduced styles only. Offer valid in stores (excluding outlets), online at and at 888.855.4986. Marked price reflects savings off original ticketed price. No adjustment on prior purchases. No cash value. Limited time only. 27  
  28. 28. Emails  can  be  brand-­‐consistent,  yet  different   •  It’s  ok  to  use  different  fonts  as  long  as  the  message  is   consistent  and  you  have  common  elements     28  
  29. 29. 5.  Make  the  majority  of  the  message  LIVE   •  JPGs  and  PNGs  turn  into  big   red  x’s  when  they’re  picked   up  as  text   •  This  happens  more  o_en   than  you  realize     •  This  email  in  an  iphone:   29  
  30. 30. 6.  Always  use  a   landing  page   •  “Smart” click on email sends to specific landing page •  Goal – get the customer to what they want, quickly •  Control their action – and keep track of it •  http:// category/big-bold-petit-sirah? r=EM912A&utm_source=email list_bronto&utm_medium=emai l&utm_campaign=EM912A&ut m_content=labelpic 30  
  31. 31. 7.  Spice  up  email  with  a  variety  of  formats   •  Different  formats  at  different  Kmes   enables  you  to  send  more  oaen   without  the  customer  gebng  bored   •  Try  a  promoKonal  one  vs.  a  newsleEer   one  (not  too  long)  to  start   •  If  this  works  try  another  format  that  is   in  line  with  your  market,     such  as  an  “Ask  the     Experts”   31  
  32. 32. 8.  Invite  involvement  by  customer     The  more   opportunity  for   dialogue,  the  more   they’ll  like  you!   32  
  33. 33. 9.  Try  videos     Even  if  it  seems  like  a  lot  of  work…     Does  it  need  to  be  made  with  super  high  producKon   values?     Is  it  expensive?     What  happens  a_er  they  play  the  video?   33  
  34. 34. Email  video  –  does  it  work?   • For  both  B2B  and  consumer,  video   is  a  great  tool   • Demonstrate  equipment,  methods   for  uKlizing  tools,  provide  a  quick   demonstraKon,  bring  the  salesman   to  their  desktop.   • The  numbers  are  very  strong  for   companies  who  occasionally  use   video  on  their  emails.     Hello, CAROL! We're still looking for great examples of exterior-trim and siding details. Stop by the gallery and post your photos for a chance to take home Senco's great new Fusion cordless nailer. September 6, 2010 Is Your Vertical Siding All Wet? Some builders worry that rigid-foam sheathing, horizontal strapping, and board-and-batten siding add up to a soggy mess. Compare some expert opinions, and see if you think this wall system works. Read more Also read: TIP: Temporary gutters make a siding job safer TIP: Gang-cutting angled siding Keep siding dry with a vented rain screen • hEp:// window-­‐flashing/   Tuesday, September 7, 2010 7:49 PM Subject: eLetter - Videos: Leak-free windows Date: Sunday, September 5, 2010 11:12 PM From: Fine Homebuilding <> Reply-To: "Fine Homebuilding" <> To: Carol worthington-Levy Conversation: eLetter - Videos: Leak-free windows Taunton's for Pros By Pros: Exterior Siding, Trim, and Finishes Essential Design and Installation Information How To Install Leak-Free Windows Builder and remodeler Mike Guertin demonstrates some solid window-flashing techniques in this new video series. This week, Mike will introduce several ways to detail a self-draining sill pan. Watch the video Also watch: Unbuilding Salvaging the Architectural Treasures of Unwanted Houses Paint doors faster with a rotating jig Cut a whole stack of lumber but measure only once Complex Trim Cuts Made Easy Fitting paneling to existing window trim can be tricky. Learn a few great tips for making a perfect fit every time. Watch the video BROWSE BY TOPICS how to tool guide design magazine extras videos blogs breaktime project gallery 34  
  35. 35. A  top  selling  email  with  a  video  twist   •  If a video is creative, and gets to the point, it can work even if it’s not slick! •  1700 views within 24 hours •  Many hundreds of cases of wine sold. 35  
  36. 36. Video  works  on  websites  too   •  See how 5.11 Tactical uses video online to sell professional wear for cops and other uses – •  http://videos. 30/taclite-tdu%27s 36  
  37. 37. 10.  Write  a  message  that  is  compelling   •  Do  not  believe  that  people   don’t  read  emails   •  …but  keep  the  message  short   and  succinct   •  Keep  the  voice  consistent  with   the  voice  of  your  brand   •  Don’t  train  your  customer  to   ignore  your  emails  by  using   an  intern  or  non-­‐copy  pro   who  will  probably  write  a   sKnker!   37  
  38. 38. Honest.  Sincere.  Grateful.   •  Nonprofit  emails,  like   others,  should  be  simple,   sincere  and  honest  about   the  needs   •  Hyperbole  about  the  cause   won’t  help  —  but  neither   will  understaKng  the  need   •  Top  it  off  with  a  nice  offer   to  thank  them  for  their   aEenKon  and  donaKon   38  
  39. 39. Show  them  you  know  what  they  like!   •  Get  into  the  swing  of  the  way   your  customer  communicates   •  Share  with  her  about  what  she   is  interested  in,  in  a  friendly   voice  she’ll  like   39  
  40. 40. Be  yourself,  but  even  more  so  —     Develop  a  voice  and  aptude!   •  If  your  customers  like  your  aptude,  this  is  a  chance  to  let  it   really  shine  each  Kme  you  reach  them     40  
  41. 41. P.S.  Hire  a  proofreader     Programmers  and  designers  can’t  spell.       Errors  like  this  may  possibly  be  ignored  —  or  they   may  make  you  look  thoughtless!       Be  classier  than  this.  Yes,  even  with  email.       Need  a  proofreader?  Ask  us  for  recommendaKons   or  call  Bulletproof!   41  
  42. 42. Nancy  shares  more  psychology   to  consider  in  copywriKng     42  
  43. 43. Which  of  these  will  make  you  more  likely   to  do  a  favor  for  someone?       A:    They  have  the  same  eye  color  as  you   B:    They  ask  you  on  a  Tuesday   C:    Their  first  name  sounds  similar  to  yours    
  44. 44. You  are  more  apt  to  like  the  taste  of   vinegar  in  your  beer  if:       A:    You  know  it’s  there  ahead  of  Kme   B:    You  learn  of  its  presence  a_er  you  drink   C:    It’s  red  wine  vinegar,  not  white  vinegar    
  45. 45. Which  of  these  statements  is  true?       A:    Thinking  about  your  social  security  number  impacts   the  amount  you’ll  bid  for  an  item  at  an  aucKon     B:    You’ll  Kp  a  restaurant  server  more  if  he  or  she  gives   you  mints  with  your  check   C:    You’re  more  likely  to  choose  denKstry  as  a   profession  if  your  name  is  Dennis    
  46. 46. Mistake  #1:     Assume  people  make  the  right  choices   46  
  47. 47. Mistake  #2:     Believe  what  people  tell  us   47  
  48. 48. Shortcuts  to  decision-­‐making   48  
  49. 49. 5  Sample  Human  Behavior  Triggers   49  
  50. 50. Trigger  #1:     The  Principle  of  Consistency   50  
  51. 51. Big  Billboard  Experiment   76%  agree  to  put   sign  on  lawn   Why?   51  
  52. 52. 52  
  53. 53. 53  
  54. 54. 54  
  55. 55. Trigger  #2:     Loss  Aversion   55  
  56. 56. 56  
  57. 57. 57  
  58. 58. 58  
  59. 59. Trigger  #3:     CogniKve  Fluency   59  
  60. 60. Hard to Read 60  
  61. 61. 61  
  62. 62. 62  
  63. 63. 63  
  64. 64. Woes  unite  foes.   versus   Woes  unite  enemies.   64  
  65. 65. 65  
  66. 66. 66  
  67. 67. 67  
  68. 68. Trigger  #4:     The  Reason  Why/Reason  to  Believe   68  
  69. 69. 69  
  70. 70. 70  
  71. 71. 71  
  72. 72. 72  
  73. 73. L   73  
  74. 74. Trigger  #5:     Eye  Magnet  Words   74  
  75. 75. 75
  76. 76. 76
  77. 77. 77
  78. 78. 78
  79. 79. 79
  80. 80. 80
  81. 81. Back  to  Alan:   Wri+ng  for  the  Web   81  
  82. 82. WriKng  for  the  Web   •  Anyone  can  write  for  the  web,  right?   •  182,000,000  websites  –  as  of  2007   •  Netcra_   •  Over  1  trillion  web  pages   •  Over  50  million  blogs  –  as  of  2006   •  TechnoraK  State  of  the  Blog   82  
  83. 83. What’s  even  worse...   •  There’s  actually  very  liAle  wriKng  on  the  web   •  Let’s  look  at  the  most  popular  websites  in  the  world   83  
  84. 84. 84
  85. 85. Wri+ng  Winning   Websites  
  86. 86. What  do  we  mean  by  winning?   •  Websites  with  low  bounce  rates   •  Websites  that  keep  people  reading  and  engaged     •  Websites  with  high  conversion  rates  –  that     moKvate  people  to  buy     86  
  87. 87. How  do  People  Read   Websites?   87  
  88. 88. …not  in  the  tradiKonal  way   •  They  scan  –  not  just  at  first,  but  conKnually   •  They  take  in  “nuggets”  of  informaKon     •  This  may  be  changing  with  iPad,  Kindel  and  other   electronic  reading  devices 88  
  89. 89. •  Recent  research  gets  an  “F”   •  They  read  the  top  bar,  go  down  and  read  across  for  a   shorter  amount     •  They  scan  the  le_-­‐hand  side   •  …all  at  lightening  speed!     89  
  90. 90. F   90  
  91. 91. So  you  need     to  write  how  they  read   91  
  92. 92. …not  in  the  tradiKonal  way   •  You  don’t  have  a  beginning,  middle  and  an  end   •  Everything  you  write  is  a  beginning…with  a  link  for   more  informaKon     •  You  are  not  developing  an  argument;     or  telling  a  story;     you  are  creaKng  powerful  telegraphic  messages   92  
  93. 93. 7  Proven  Techniques   93  
  94. 94. 1.  Be  a  Pied  Piper   1.  Highlight  key  words  and  benefits   2.  Make  them  bold  or  BIGGER   3.  Put  them  in  another  color  to  afract  afen+on   4.  Use  numbered  lists  or  bullets   94  
  95. 95. 5.      Use  Headlines  and  crossheads   6.  Put  benefits  and     calls  to  acKon     in  the  margin   95  
  96. 96. 2.  Keep  it  short   •  Give  them  the  benefit  or  main  idea  quickly   •  Give  them  a  lot  of  ideas,  let  them  decide  whether  or   not  to  learn  more   •  For  examples,  visit   •  Don’t  try  to  cram  everything  in   96  
  97. 97. 97  
  98. 98. 3.  Use  the  hot  spots   This  is  the  area  that  your  eye          goes  to  first.  It  should  have     news,  an  offer,  or  the  most     important  benefit         98  
  99. 99. 4.  Divide  and  Conquer   •  Use  boxes,  sidebars,  anything  that  helps  simplify  and   organize  informaKon   •  Use  charts  and  graphs  whenever  possible   •  Always  include  a  capKon  underneath  them 99  
  100. 100. Put  key  informaKon   In  boxes   Or  charts   To  make  it     stand  out   100  
  101. 101. 5.  Write  in  different  ways   •  Write  benefits  in  several  different  ways;  if  one   doesn’t  resonate  with  some  people,  another  might   •  Save  33%.  Get  it  at  1/3  off.  Buy  3,  get  one  FREE.     Save  $19.00   •  Write  from  different  perspecKves  –  customer,  CEO,   engineer.  It  shouldn’t  sound  like  it  all  comes  from  just   one  person   101  
  102. 102. 6.  Be  Direct   •  Tell  people  exactly  what  you  want  them  to  do,     how  and  when   •  Include  mul+ple  calls  to  ac+on  in  mulKple  places   •  Give  people  different  ways  to  respond   •  Toll-­‐free  phone  number  in  e-­‐mail  increases   response  by  as  much  as  50%   102  
  103. 103. 7.  Add  credibility   •  Magazine  adverKsing  has  an  editorial  umbrella;   people  trust  them  more   •  Direct  mail  is  a  tacKle  media  –  the  person  holds  it  in   their  hands   •  Digital  is  less  certain.  People  are  unclear  who  is   behind  the  informaKon  and  whether  a  page  can  be   trusted   103  
  104. 104. Wri+ng  excep+onal   e-­‐newslefers    
  105. 105. S+ll  the  one…   •  Best way to maintain customer relationships •  Best way to add value, if done correctly •  Because of this, more and more companies are using e-newsletters •  And fewer people are reading them 105  
  106. 106. •  Average  +me  spent  on  newslefer     •  Percentage  of  people  who  fully  read  it   •  When  you  add  words,  how  much  extra  +me     do  they  spend?     106  
  107. 107. •  Average  Kme  spent  on  newsleEer     •    51  seconds  –  less  than  a  minute   •  Percentage  of  people  who  fully  read  it   •    19%  -­‐  less  than  one  in  5   •  When  you  add  words,  how  much  extra  Kme  do  they   spend?   •    Trick  quesKon  –  they  spend  less  .me   107  
  108. 108. My  newslefer…   •  Written like a letter •  No graphics, 10-12 pages of just text •  Few links 108  
  109. 109. 109  
  110. 110. …but  it  proves  a  point   •  2600  people  in  37  countries   •  Less  than  70  “opt  outs”  in  11  years   •  Content  is  king   110  
  111. 111.     A  few  par+ng  words   about  wri+ng    
  112. 112. Write.  Rewrite.  Repeat   •  “The  first  draI  on  anything  is  #@&%!”   —  Ernest  Hemingway   •  “Only  ambi.ous  non-­‐  and  hearty   exhibit  their  rough  draIs.  It  is  like  passing  around  a   sample  of  your  phlegm”   —  Vladimir  Nabokov   112  
  113. 113.     “Many  have  the  talent     to  become  great,  but     few  have  the  energy  ”       —  Tom  McElliot   113  
  114. 114. Thank  You!   Visit    for  100  ar+cles  about  direct  marke+ng,     A  new  blog,  and  to  ‘link  in’     Visit  Nancy  Harhut’s  agency  site:     for  facts,  +ps  and  great  examples  of  the  best     in  direct  marke+ng     Visit  Worthington-­‐  to  learn  more  about  Carol,  or   to  see  dozens  of  ar+cles  about  Marke+ng-­‐Driven  Crea+ve