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Creative CopywritingWeek 6

Clare HarrisonChristine Fleming McIsaac

While We Wait – Evaluation

See Materials tab for the link to complete the classEvaluation Form

Agenda• Evaluation• Assignment Review & Questions• Keep Pushing Outside the Box• Landing Pages• Integrated Marketing Case Study (Short, Medium,

Long Messages) • Direct Mail Case Study• Digital Case Study• Summary

AssignmentsTo the Word doc…

Keep Pushing Outside the Box

Image from: http://blog.lib.umn.edu/hutch213/myblog/2012/03/knock-knock-whos-there-banana.html

Burger King Rethinks YouTube Ads

http://www.adweek.com/adfreak/burger-king-creates-pre-roll-ads-share-your-hatred-pre-roll-ads-154309

Landing Pages

Salvatore Vuono / FreeDigitalPhotos.net

Landing Page Components

• A headline and (optional) sub-headline• A brief description of the offer that clearly

emphasizes its value• At least one supporting image• (Optional) supporting elements such as testimonials

or security badges• A simple form to capture visitors' information• Tie headline & CTA together • Promote sharing

Short, Smart Forms

LANDING PAGES GONE WRONG

Landing Page Report Card Grade Received Possible Grade Grader Comments

Landing Page: http://

Your Landing Page Grade 0 100

Does the Page Explain the Offer's Value?

Clearly and succinctly explains the value of the offer 20

Are the Headers Consistent With the Call to Action?

Page header and form header are consistent with call to action 15

Does the Page Include Bullet Points?

Page should include three or more bullet points 10

Does the Page Have a Short Form?

Eight or fewer fields 5

Can you qualify or follow up with lead 5

Is the Content Above the Fold?

Don't need to scroll down to see the landing page content 10

Don't need to scroll down to see the form 10

Does the Page Contain Any Links?

No menu navigation 5

No links on landing page 5

Is There an Image?

Relevant image above the page's fold 5

Does it Pass the Blink Test?

Can you understand the offer in less than five seconds 5

Does the Page Redirect to a Thank You Page?

Thank you page follows the landing page after form completion 5

True or False – You Tell Us

• Your landing page lives or dies by its headline? • Your headline, CTA and form are consistent. • Match your website design when doing your landing page.• It is good to ask visitors to do multiple things or offer multiple

things.• Look and feel (design/font) don’t impact the call to action too much.• It’s ok to give some content on the landing page as long as you

keep the main points & CTA/form above the fold. • I can understand the offer/what’s being asked of me in 5 seconds

or less.

Check Out…

• Brian Clark, Copyblogger Founder, Landing Page Tips http://www.copyblogger.com/landing-pages/

• Roberta Rosenberg’s Landing Page Makeovers http://www.copyblogger.com/landing-page-makeover-28/

• Hubspot Landing Page Makeovers http://blog.hubspot.com/blog/tabid/6307/bid/33968/Before-and-After-3-Real-Life-Landing-Page-Makeovers.aspx

Case Studies

26

30

Case Study: Direct Mail

Sock It To Me! Operation Care Package• Direct Mail • List: 36,955• Purpose: Make Operation Care Package a household

name and raise funding• High cost - $1.89 per package – High risk• Call to action – Sign card, attach to enclosed sock, and

send back to operation Care package to go to the troops.

• Response rate: 10.71% = 3,958 donors

Case Study: Social

Case Study: Digital Campaign

• Established publisher looking to expand its business with a lead nurturing campaign

• Invested in HubSpot to manage email campaigns and generate leads

• Series of 5 emails– Gathers more information with each email– Identifies true opportunities– Promotes products

Email #1: Join Email

Average Open Rate: 26.58%Average Click Through Rate: 7.06%Total Leads: 2,553

Email #2: Digital Kits

Average Open Rate: 66.59%Average Click Through Rate: 43.86%Total Leads: 583

Email #3: Preview Product

Average Click Rate: 51.04%Total Leads: 110

The Takeaways

• Permission• Benefits rule• Craft a strategic value proposition• Why should they care? • Relevant &Unexpected• Integrate across channels • Consistency + Coordinated message = Impact• Less is more• Write. Edit. Write. Edit. Test. Revise. Test. Repeat

Inviting Creative Breakthroughs

• Identify your Big 3…products that require some kind of conceptual breakthrough

• Keep them visually present

Next Steps

• Grade Your Marketing - Care of Hubspothttp://marketing.grader.com/?source=blogging-marketing-grader

• Keep Writing!• Watch for new platforms to emerge and current

ones to evolve – Explore how to market with them. • Check out the full DMA course offering to build

more skills. http://www.the-dma.org/eventcalendar/

• Try our Content Marketing on-demand class. https://thedma.org/marketing-education/marketing-courses/content-marketing/

Evaluation

We value your input. Please provide your feedback!

(DMA will send link.)

THANK YOU!