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. Want to reach any of us?
Alan Rosenspan: arosenspan@aol.com
Nancy Harhut:
nancy.harhut@wildeagency.com
Carol Worthington-Levy
CWL@Worthington-Levy.com
You’ll also find us in LinkedIn!
2

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. 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. 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. 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. 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. 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
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8

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. 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. 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. 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. Selling pages
One click, and they’re in their favorite
category of meat and ready to buy
Homes in on specific
products
13

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. 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. 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. 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. Google’s heat map study
18

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. 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. 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. 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. Here’s how to get your email opened

Lots of subject line variation keeps them on their toes
23

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. 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. 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?

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26

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
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From: Chico's <chicos@email.chicos.com>
Reply-To: "Chico's" <support-bxaff05bg1vmdpau8ew09q5zdptbkw@email.chicos.com>
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27

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. 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. 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
b.com/category/big-bold-petitsirah?r=EM912A&utm_source
=emaillist_bronto&utm_mediu
m=email&utm_campaign=EM9
12A&utm_content=labelpic
30

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. 8. Invite involvement by customer

The more
opportunity for
dialogue, the more
they’ll like you!
32

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

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. 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

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 stinker!
37

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 understating the need
• Top it off with a nice offer
to thank them for their
attention and donation
38

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. 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

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 recommendations
or call Bulletproof!
41

42. Nancy shares more psychology
to consider in copywriting
42

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. 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

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 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

46. Mistake #1:
Assume people make the right choices
46

47. Mistake #2:
Believe what people tell us
47

48. Shortcuts to decision-making
48

49. 5 Sample Human Behavior Triggers
49

50. Trigger #1:
The Principle of Consistency
50

51. Big Billboard Experiment
76% agree to put
sign on lawn
Why?
51

52. 52

53. 53

54. 54

55. Trigger #2:
Loss Aversion
55

56. 56

57. 57

58. 58

59. Trigger #3:
Cognitive Fluency
59

60. Hard to Read
60

61. 61

62. 62

63. 63

64. Woes unite foes.
versus
Woes unite enemies.
64

65. 65

66. 66

67. 67

68. Trigger #4:
The Reason Why/Reason to Believe
68

69. 69

70. 70

71. 71

72. 72

73. L
73

74. Trigger #5:
Eye Magnet Words
74

75. 75

76. 76

77. 77

78. 78

79. 79

80. 80

81. Back to Alan:
Writing for the Web
81

82. 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

83. 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

84. 84

85. Writing Winning
Websites

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
motivate people to buy
86

87. How do People Read
Websites?
87

88. …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

89. • 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

90. 90

91. So you need
to write how they read
91

92. …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

93. 7 Proven Techniques
93

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 attract attention
4. Use numbered lists or bullets
94

95. 5. Use Headlines and crossheads
6. Put benefits and
calls to action
in the margin
95

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 www.alanrosenspan.com
• Don’t try to cram everything in
96

97. 97

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. 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

100. Put key information
In boxes
Or charts
To make it
stand out
100

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.
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• Write from different perspectives – customer, CEO,
engineer. It shouldn’t sound like it all comes from just
one person
101

102. 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

103. 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

104. Writing exceptional
e-newsletters

105. 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

106. • Average time spent on newsletter
• Percentage of people who fully read it
• When you add words, how much extra time
do they spend?
106

107. • 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

108. My newsletter…
• Written like a letter
• No graphics, 10-12 pages of just text
• Few links
108

109. 109

110. …but it proves a point
• 2600 people in 37 countries
• Less than 70 “opt outs” in 11 years
• Content is king
110

111. A few parting words
about writing

112. 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

113. “Many have the talent
to become great, but
few have the energy ”
— Tom McElliot
113

114. Thank You!
Visit AlanRosenspan.com
for 100 articles about direct marketing,
A new blog, and to ‘link in’
Visit Nancy Harhut’s agency site:
wildeagency.com/default.aspx
for facts, tips and great examples of the best
in direct marketing
Visit Worthington-Levy.com to learn more about Carol, or
WorthingtonLevy.wordpress.com/
to see dozens of articles about Marketing-Driven Creative