Copywriting III

Direct marketing

Course outline and objectives

Strategy Direct Mail Web copy Public relations

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Marketing tactics

CRM

Landing pages

Direct marketing

Search engine advertising

Public relations

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Lead nurturingLead nurturing

Generate leadsGenerate leads

Social + business Intel

Social + business Intel

Lead distributionLead distribution

Marketing automationMarketing

automation

Lead qualification

Lead qualification

Lead FlowLead Flow

Integration of marketing, advertising and pr

“The consumer owns the brand”

So stop sending mixed messages

Consumer

Defining the needs of the user (targeting)

The Right Audience

• Mailing lists• Current customers• Leads

Be a profiler

• Demographics• Psychographics• Feedback• Aspirations

Imagine the world through their eyes

Completing the audience profile

• Imagine the world through the audience’s eyes

• Understand their priorities• How might they react to the message?

How do you speak to the people in your life?

Creative angles for DM

• Before and after from miserable to joyous• Wit• FUD Fear, uncertainty and doubt• Knock the competition not overt• Intrigue what’s the secret• Provoke • Gimmicks teasers, special folds

The Right Offer

• Lead with price right?• How about some content?• Integrated campaign

The Right Creative

• Be clear• Web – again with the integrated campaign• Make it easy

Advantages of DM

• Targeted, personal and still relatively inexpensive

Why do we still use it?

• Generate leads • Warm up prospects

Possible variations

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

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.”

Take the right steps

• Problem statement• Imagine• Solve the problem through F+B• Address objections• Make the offer• CTA• PS

Best practices

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

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

There’s a man in Algeriawho tortures people. It’s his job and he’s good at it;he uses a variety of tools,including broken glass anda blow torch.

An Iranian official is paidto kill people, including children. He’s been known to hang them in publicstreets.

All these people are real.They are all going about their business as you readthis leaflet. They all wantto carry on undisturbed.

So they all share onehope: that you will not joinAmnesty International.

Brook Brothers

Targeted and Direct

Remember – there is a limited time offer

Targeted and Direct

There’s a disconnect – where’s the offer?

Let’s check out the B2B version

But why can’t I see it?

Wrap up

So just how social is DM?

Wrap up

So just how social is DM?

It’s about inclusion and about being personal