creative rules that work for print part 2 (slides 124-186)
TRANSCRIPT
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Welcome to the DMA’s Creative Certification Course
Part Two
Creative Rules that Work for Print
Slides 124-186Thurs., Oct 18, 2012 ; 8:30am - 12:00pm
Presented by Alan Rosenspan &
Carol Worthington-Levy
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The Outer EnvelopeIf this fails, everything inside the package is wasted…
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The Outer Envelope
• First job is to gain the attention of the recipient
• First exposure to offer or main benefit
• Give them enough to get them interested…
• …but not enough to allow them to throw it away
• Stand out from other mail
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Choosing the right envelope• Paper stock can be important• Direct mail is a tactile medium
• Consider vellum, see-through, metallic, poly-bags, even paper bags
• Color can be important• Test kraft, yellow
• Test “stealth” envelopes• Especially to customers
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1. State the main benefit2. State the offer
3. Tell them what’s inside4. Ask a provocative question
…but not one that can simply be answered “no!”5. Give them a test
6. Describe a situation...7. State a problem8. Flag your market
9. Use personalization in an unusual way10. Use F.U.D.
10 Proven Envelope Techniques
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The LetterThe only form ofadvertising you will ever read or ever write that always starts with one word…
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The Letter• This is, by far, the most important part of the
package.
• According to research done by Ogilvy & Mather, it will account for 65-75% of your response
• The first thing people actually read
• When should you include a letter?
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The Most Successful Piece of Advertising in
Advertising History
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How should a letter look?
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7 Letter Techniques1. Use a Johnson box
2. Start with a killer opening...
Put news in it
Show ’em you Know ’em
Ask a provocative question
3. Use short words and simple language
4. Bring me to your offer
5. Give me a reason to respond now
6. Use the word “you”
7. Include a strong P.S.
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Write the way people talk
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Write to just one person…
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Yale University Study
You Health Money Safety Save Love
The Single MostPersuasive Word inDirect Marketing?
New Discovery Results Proven Easy Guarantee
_______________
The 12 Most Persuasive Words in the English Language
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How to evaluate a letter
• Count the number of “you’s”
• Are you proud of it? Would you sign it?
• Would you respond to it?
• Read it out loud
• Read it to your significant other
• You’ll know…
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The BrochureThe best place to visualize your benefits…
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Building Better Brochures
“The letter sells, the brochure tells.”
Evelyn Woods should have been a direct marketer
“The 3-second solution”
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The Role of the Brochure
• Provides detailed information
• Can include testimonials and clients lists
• Can be used as an involvement device• The “Striptease” effect
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7 Ways to Improve Your Brochure1. Put your strongest benefit on the cover
2. Make your headlines benefit-oriented and specific
3. Make your photographs tell a story
4. Include a strong call to action, how to respond
5. Include a guarantee
6. Include a Q&A
7. Include a Q&A segue
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Headlines are critically important
80% of people read them and nothing else They must include your main benefits They should not be “creative”
“Some copy writers write tricky headlines, puns,literary allusions and other obscurities. This is a sin.
Every headline should appeal to the reader’s selfinterest. It should promise the reader a benefit.”
--David Ogilvy
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Photography is almost always better than illustration
– but charts rule
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The most popular newspaper in the USA...
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Art Direction, Design & Typography The goal of good direct marketing design should be to attract the
attention of the reader, and lead them through the package.
Ugly works; neatness may reject involvement
ALL CAPS ARE DIFFICULT TO READ BECAUSE THE EYE RECOGNIZES SHAPES - NOT INDIVIDUAL LETTERS
Type set in narrow columns is easier to read (50 characters ideal).
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When a designer uses reversed out copy
it simply means they don’t have confidence that the big idea will carry the day
• Less than 10% readership and comprehension compared to black type on light background
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The Reply DeviceWhere the rubbermeets the road
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The Reply Device• Why do you need one?
• Why can’t we just send people to the web?
• Tracking can be an issue
• Send to a micro-site only
• This should “stick out” like a sore thumb.
• 1st thing to personalize
• Include main benefits
• The “empty envelope” test
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BRE or BRC?What kinds of information do people regard as “private?”
____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
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How to improve your reply device
• Give people a “Yes” or “No” option• ….but don’t be too clever
• Consider an involvement device
• Give them a choice• …but keep options very simple
• Include 800, fax number, e-mail address• …but go for the phone call!
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The Lift NoteEvery little bit helps
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The Lift Note• Can “lift” response an average of 10% over regular
response rate for that package.
• Write in a different voice than the letter
• “Whisper in their ear”
• Highlight the offer
• Consider a yellow sticky note
• On reply form
• On letter
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The InvolvementDeviceWill another three seconds reallymake a difference?
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5 Proven Involvement Devices
1. Use a sticker – Yes/No or with an offer
2. Have them lift the sticker to review their special offer
3. Include a brief 3-question survey
4. Include multiple enclosures
5. Remember what Barnes & Nobles knows…
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What’s next?
Part 3: Digital Creative that Engages Customers Oct 18 (today), 12:30pm - 2:45pm
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Direct marketing creative requires a tenacious spirit — perseverance!
• “All the performances of human art, at which we look with praise or wonder, are instances of the resistless force of perseverance.”
— Samuel Johnson