Digital Creative 3


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Digital Creative 3

  1. 1. Welcome to the DMA’s Creative Certification Course Part Three Digital Creative 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-newsletters Anything you want to talk about • NOTE: for email, the same rules of engagement apply as they do in space advertising • For websites it’s akin to direct mail • Just because it’s a website, doesn’t mean the copy can be written poorly (believe it or not! 3
  4. 4. Design for the web • It’s not always pretty • Contrast is extremely important • Get viewers to the thing they’re interested in within two clicks • Don’t waste the viewer’s time 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 left for ‘signup’ offer and ‘search our site’…. PLUS… • OFFER TEST (free tips vs. free knife) • Remember: a website is just another direct marketing 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 Equipm ent 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 Internatio nal 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 Chaf ers • Induction Cookw are • Insulated Bags • Insulated Carriers • Pan Racks Displayware Disposables 8
  9. 9. Consumer site: Niman Ranch Premium meats • Every product photo leads to a purchase page • More appetite appeal through affinity with great chefs and recipes • Promotion with deadline: monthly and weekly specials • Tells unique selling proposition: all NR meat from small closed herds with cruelty-free treatment 9
  10. 10. Testing told us to emphasize the taste and tell less anti-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. Navigation Quick easy links help customer find exactly what they want — instantly Top section is for shopping Middle section is for gifting, specials and new items Bottom section is for chefs/restaurants, the Trade, Farmers, corporate gifting Registration 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 • Appetite appeal galore: in the COPY as well as the photos • Testimonials continue to position Niman Ranch as the tastiest 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 the closed-herd story: safer, lowvolume, cruelty free • Positions small farms/farmers as heroes who work every day for safer, tastier meats 14
  15. 15. How should a nonprofit site look? It depends on the goal … • Direct donation site – keep it as simple as possible • Make offers for donations stand out (see upper right) 15
  16. 16. Main nonprofit site has different goals • • • • Informational and lead generation The top section 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/nonprofi t but has now become a lifestyle and health website • Note they actually sell advertising 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 tips for more effective email creative • Great copy is essential… • …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: getting 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 interesting, varied subject lines  Market-appropriate works better than generalized  If you only talk “sale”, keep it as interesting as possible  Check your own email — notice 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 variation keeps them on their toes 23
  24. 24. 3. Test. Suggest tests. Demand tests. Otherwise, if it fails, everyone will blame the creative! • TEST…Different offers • Date/time limit versus offer emphasis • Length of time 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 better offer ideas Some audiences don’t respond to discounts Measure the responder behavior - to determine lifetime value Test Different offers – free shipping vs. a gift — discount vs. free shipping – a gift card for both you and your friend, vs.. a higher discount for you alone – two different gifts (‘home made jam’ vs.. ‘ten-year spatula’) – A challenge: design the next dress; write a romantic story – Deadline by which they must respond to get the gift – A sweeps or drawing vs. a gift now 25
  26. 26. Offer testing 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 optins from the past year. Pretty 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 , 20 1 0 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 often 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://www.wineofthemonthclu =emaillist_bronto&utm_mediu m=email&utm_campaign=EM9 12A&utm_content=labelpic 30
  31. 31. 7. Spice up email with a variety of formats • Different formats at different times enables you to send more often without the customer getting bored • Try a promotional one vs. a newsletter 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 production values?  Is it expensive?  What happens after they play the video? 33
  34. 34. 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
  35. 35. Video works on websites too • See how 5.11 Tactical uses video online to sell professional wear for cops and other uses – • http://videos.511tactical. com/videos/30/taclitetdu%27s 36
  36. 36. 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 stinker! 37
  37. 37. 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 understating the need • Top it off with a nice offer to thank them for their attention and donation 38
  38. 38. 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
  39. 39. Be yourself, but even more so — Develop a voice and attitude! • If your customers like your attitude, this is a chance to let it really shine each time you reach them 40
  40. 40. 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 recommendations or call Bulletproof! 41
  41. 41. Nancy shares more psychology to consider in copywriting 42
  42. 42. 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
  43. 43. You are more apt to like the taste of vinegar in your beer if: A: You know it’s there ahead of time B: You learn of its presence after you drink C: It’s red wine vinegar, not white vinegar
  44. 44. Which of these statements is true? A: Thinking about your social security number impacts the amount you’ll bid for an item at an auction B: You’ll tip a restaurant server more if he or she gives you mints with your check C: You’re more likely to choose dentistry as a profession if your name is Dennis
  45. 45. Mistake #1: Assume people make the right choices 46
  46. 46. Mistake #2: Believe what people tell us 47
  47. 47. Shortcuts to decision-making 48
  48. 48. 5 Sample Human Behavior Triggers 49
  49. 49. Trigger #1: The Principle of Consistency 50
  50. 50. Big Billboard Experiment 76% agree to put sign on lawn Why? 51
  51. 51. 52
  52. 52. 53
  53. 53. 54
  54. 54. Trigger #2: Loss Aversion 55
  55. 55. 56
  56. 56. 57
  57. 57. 58
  58. 58. Trigger #3: Cognitive Fluency 59
  59. 59. Hard to Read 60
  60. 60. 61
  61. 61. 62
  62. 62. 63
  63. 63. Woes unite foes. versus Woes unite enemies. 64
  64. 64. 65
  65. 65. 66
  66. 66. 67
  67. 67. Trigger #4: The Reason Why/Reason to Believe 68
  68. 68. 69
  69. 69. 70
  70. 70. 71
  71. 71. 72
  72. 72. L 73
  73. 73. Trigger #5: Eye Magnet Words 74
  74. 74. 75
  75. 75. 76
  76. 76. 77
  77. 77. 78
  78. 78. 79
  79. 79. 80
  80. 80. Back to Alan: Writing for the Web 81
  81. 81. Writing for the Web • Anyone can write for the web, right? • 182,000,000 websites – as of 2007 • Netcraft • Over 1 trillion web pages • Over 50 million blogs – as of 2006 • Technorati State of the Blog 82
  82. 82. What’s even worse... • There’s actually very little writing on the web • Let’s look at the most popular websites in the world 83
  83. 83. 84
  84. 84. Writing Winning Websites
  85. 85. What do we mean by winning? • Websites with low bounce rates • Websites that keep people reading and engaged • Websites with high conversion rates – that motivate people to buy 86
  86. 86. How do People Read Websites? 87
  87. 87. …not in the traditional way • They scan – not just at first, but continually • They take in “nuggets” of information • This may be changing with iPad, Kindel and other electronic reading devices 88
  88. 88. • Recent research gets an “F” • They read the top bar, go down and read across for a shorter amount • They scan the left-hand side • …all at lightening speed! 89
  89. 89. 90
  90. 90. So you need to write how they read 91
  91. 91. …not in the traditional way • You don’t have a beginning, middle and an end • Everything you write is a beginning…with a link for more information • You are not developing an argument; or telling a story; you are creating powerful telegraphic messages 92
  92. 92. 7 Proven Techniques 93
  93. 93. 1. Be a Pied Piper 1. Highlight key words and benefits 2. Make them bold or BIGGER 3. Put them in another color to attract attention 4. Use numbered lists or bullets 94
  94. 94. 5. Use Headlines and crossheads 6. Put benefits and calls to action in the margin 95
  95. 95. 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
  96. 96. 97
  97. 97. 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
  98. 98. 4. Divide and Conquer • Use boxes, sidebars, anything that helps simplify and organize information • Use charts and graphs whenever possible • Always include a caption underneath them 99
  99. 99. Put key information In boxes Or charts To make it stand out 100
  100. 100. 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 perspectives – customer, CEO, engineer. It shouldn’t sound like it all comes from just one person 101
  101. 101. 6. Be Direct • Tell people exactly what you want them to do, how and when • Include multiple calls to action in multiple places • Give people different ways to respond • Toll-free phone number in e-mail increases response by as much as 50% 102
  102. 102. 7. Add credibility • Magazine advertising has an editorial umbrella; people trust them more • Direct mail is a tactile media – the person holds it in their hands • Digital is less certain. People are unclear who is behind the information and whether a page can be trusted 103
  103. 103. Writing exceptional e-newsletters
  104. 104. Still 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
  105. 105. • Average time spent on newsletter • Percentage of people who fully read it • When you add words, how much extra time do they spend? 106
  106. 106. • Average time spent on newsletter • 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 time do they spend? • Trick question – they spend less time 107
  107. 107. My newsletter… • Written like a letter • No graphics, 10-12 pages of just text • Few links 108
  108. 108. 109
  109. 109. …but it proves a point • 2600 people in 37 countries • Less than 70 “opt outs” in 11 years • Content is king 110
  110. 110. A few parting words about writing
  111. 111. Write. Rewrite. Repeat • “The first draft on anything is #@&%!” — Ernest Hemingway • “Only ambitious non-entities and hearty mediocrities exhibit their rough drafts. It is like passing around a sample of your phlegm” — Vladimir Nabokov 112
  112. 112. “Many have the talent to become great, but few have the energy ” — Tom McElliot 113
  113. 113. Thank You! Visit for 100 articles about direct marketing, A new blog, and to ‘link in’ Visit Nancy Harhut’s agency site: for facts, tips and great examples of the best in direct marketing Visit to learn more about Carol, or to see dozens of articles about Marketing-Driven Creative