1. Welcome to the DMA’s
Creative Certification Course
Part Two
Creative Rules
that Work for Print
Thurs., Oct 18, 2012 ; 8:30am - 12:00pm
Presented by
Alan Rosenspan &
Carol Worthington-Levy
2. Our goals
• Share the key drivers of both effective direct
mail and print advertising
• Show you how to create more effective print
advertising
• Show you how to improve every element of
the direct mail package – from format to
letter copy
2
5. Space advertising is more challenging
than most realize
• Designers, in particular, like to create bold
visual statements in space ads
• But - If the customer has to think for more
than a moment, the message won’t get
through… no matter how flashy you are
• In a matter of seconds, you can lose them…
or you can reel them in!
5
6. 7 handy points for keeping
your space advertising creative on track
6
7. Point 1:
The best visuals are the things
your customer is
most interested in.
7
8. Don’t bother showing prospects something
that impresses you and your peers.
You’re not the customer.
Find out what your customer loves.
8
9. Does this make you want to buy
a big screen TV?
What would inspire YOU to buy a big screen TV?
9
11. $500 savings Saturday
or this? From 10 am to 1 pm
Super DUPER Bowl
Stop in Saturday morning and see the clearest most exciting
screen definition EVER—on the Sony 80-inch.
Plus we’re taking $500 off the price, for 3 hours ONLY.
Buy it Saturday by noon, we deliver it Saturday night.
Then, on Sunday, watch the game with
your lucky, envious friends.
It’s better than being on the field. And it’s sure as hell
better than freezing on the top row of the stands.
FREE DELIVERY Jack’s TV and Electronics
Saturday night 12345 James Lane
When you order by noon 800-543-8765
on Saturday
11
12. Lands’ End promises
more than
just warmth…
They use photography that really
says ‘soft’ and use a phrase that
tells us that it’s exquisite without
saying that.
And we want this sweater.
12
13. For a traveler looking for beauty and solitude…
Saying something negative about
your product or service does not
sell it well!
The great outdoors shouldn’t look
gray and barren
Monochromatic ads/subdued color
is more likely to be ignored
PS – who would struggle to read this
ad? Hint: Comprehension of a
written message is reduced to only
10% when the type is reversed-out
sans serif type
13
14. What if that same traveler sees this ad?
Why does this ad have so much more
appeal?
• It’s more colorful, a really eye-
catching presentation
• The fire and little tent look so
inviting
BUT… Some of their effort is wasted
How many of you see the idea they
wanted to get across?
Is it a pretty nice ad even without
that? Subtlety is often wasted in
space advertising
14
15. Point 2:
Your customers are looking
for answers to their problems.
The more convoluted or arty
you make it,
the less they’ll ‘get it’
15
17. … or this one?
• Mr. Oreck is a
personification of their
BRAND
• What makes this guy so
appealing?
• Why would someone read
all this copy?
• What’s in it for the reader?
17
18. Dell tells us some good news
… PLUS you feel like they’re
just like you –
“THANK GOODNESS
It only looks expensive.”
You like Dell a little more
because of this ad.
18
19. You can almost hear OOHs and AAHs…
Who wouldn’t want a
product that, in
moments, turned them
from hostess to hero?
Pepperidge Farm is
‘winking’ as they’re
giving you the solution
to the ‘what will I serve
my special guests for
dessert?’ question
19
20. Lands’ End gives us more good news
The promise to a
road warrior that
they’ll always look
their best, with little
to no effort
20
21. A promise of more sales… in less space
This company makes “Beer Salt” –
which is popular with the Latino beer
enthusiasts.
With this product next to the cash
register, a 7-ll can triple their beer
sales. (The display is so small, it fits
there easily!)
No need to educate them about beer
salt – just show them that this is the
road to profitability!
Offer!
21
22. Point 3:
Take them by surprise…
intrigue them!
But again, make sure it’s
interesting to the reader
22
23. Does this make you curious?
Insurance advertising is
rarely surprising or
engaging
But with a headline like
this, you can’t help but
be drawn in to find out
what Liberty Mutual has
to say
23
24. How to get someone to consider a
vacation in freezing cold Churchill, Canada
The more specific you are to
your audience, the less you
have to tell them, and the
more interested they’ll be
in your ad
Note – no explanation of
what a Tundra Buggy is.
None needed.
Let’s go see the Polar Bears!
24
25. Humor can be risky but …
The target audience is
someone who would use
Adobe Photoshop to make
changes in photos
This un-subtle approach
immediately shows the
benefit and fun of
Photoshop
25
26. If you’re a media
buyer, this kooky
scenario would stop
you in your tracks
This ad’s point: Anyone —
even a bride heading down
the aisle — won’t be able
to resist looking at your
advertising on the ROVI TV
schedule!
26
27. Point 4:
“The Prospect as Hero”
Use an ad to show the reader
how they, too, can be the hero
in their workplace or home
… if they follow your advice!
27
28. Want to be a hero, like Sam?
Who wouldn’t like to save
their company or client
$23,000 in postage?
What would their boss say?
Would their client be
happy?
If we can get our prospect
thinking in those terms,
we have their attention
28
29. Dad will love it – and love you more!
This tiny space ad sells ice
cream for father’s day
Another ‘prospect as hero’
approach
29
30. Copy and image
show our
prospect as
a hero
Here’s how to say ‘The
new Anritsu Site Master
lasts all day without
recharging... Just like
you.’
30
31. Point 5:
Take a service or other
‘hard to explain’ product
from obscure to something your
prospect can relate to –
and hear the phone ring
with new business!
31
32. What are they telling us, and do we care?
Eyecatching? Yes.
Relevant? No.
Plays on words and visual
tricks don’t tell people
who you are or why they
should talk to you
“The ones who need us
know who we are” is a
cop-out
32
33. Product that’s hard
to define?
Tell the story simply
When telling about a software
system that enables someone
to see dozens of other systems
simultaneously, it’s easy to find
examples…
Jugglers
Lion tamers
But why go there?
Show them the benefit.
33
34. Another story – and an ad that worked
This guy used B&B Electronics
wireless components and
consulting to reconnect
communications between two
buildings without digging out
the parking lot
Hats off to Otis Maxwell who
wrote that this wireless
system ‘saved his asphalt.’
We all love a good story, with
a hero at the end
34
35. A story of how we almost lost our way…
Xtime is the developer of a highly comprehensive customer
service system for auto dealerships
Unlike other services that have some customer service
pieces, Xtime has it all in one convenient package…
Customer histories at their fingertips. No more ‘robocalls’ to
frustrate customers. No more wasted money on mailers for
service they don’t need. No more question of whether the
parts are in. No more customers wondering when their
service will be done.
Xtime handles it all and more.
35
36. How could we tell operations managers
that this unique service is
exactly the solution they’ve been
looking for?
36
37. Brainstorm.
“Xtime is like…”
When you have Xtime,
it’s like you have hired
the world’s best
customer relationship
manager, on call 24/7 Xtime’s multi-pronged
system of service is like
Xtime is like a finely tuned pit your own service bay,
crew in Nascar… where each where you have experts
worker is expert in what they for each need, all
do, fast and true. They help working together
you to win the competition for
more customers
37
38. A concept was chosen and we forged ahead
The pit crew concept
was chosen…
Because it was colorful
and seemed like a
winning idea
But this was not really
the most intelligent
solution.
How do you stop a
moving train?
Sometimes you just
have to step out of the
way…
38
39. But then, just in time, someone spoke up…
We put on the brakes and decided that the ad
really could wait another month or two so it
would be the right communication
We went to work again…
39
40. We got ourselves a winner
This final ad is inspired by
the life of the fixed
operations manager
Everyone wants him to solve
all of their problems
He is seeking a way to
reduce the post-it notes on
his computer monitor and
make everyone happy
This ad has been running for
months now – it is doing its
job well
40
41. Point 6:
Size may not matter
as much as you think
41
42. Small space ads can pack a punch
• A $70 piece of jewelry with natural chakra stones
strung on black jeweler’s cord.
• A shoestring budget
• Choose the market who is likely to buy it — affluent,
open-minded individuals. Aim directly and fire.
• Small ads: 2.25 x 4.125 in. A 6-ad set in New Yorker,
run every other month
Sold out in 6 months. Profit was in six figures.
Website? It was there but most customers just bought
directly from this ad
Note – even in tiny ad, there’s an offer
See the website with the cool magnifying glass
function at http://chakranecklace.com/
42
43. Small space ads can pack a punch
With tiny space ads, one big
idea is essential
On the far right:
see which ad designs do best
in the small space
environment: simple, even
black and white
The worst performers:
photos of art, lots of color,
reversed out type
43
44. How a few small space ads can dominate a spread
44
46. Exploring new
print media?
• Put your toe in the water
with ads in a ‘marketplace’
or ‘directory’ in that
publication
• Watch to see who runs
again and again – they are
the ones for whom the ad
space is working
• Which ads attract our
attention first?
46
47. Point 7:
An offer is part of
every successful effort –
even space advertising
47
48. This ad is almost ALL offer
Rumored to be the
most successful
space ad Intuit ever
ran for Quickbooks
How do they know?
It has an offer.
48
49. Lead with the offer, blow the doors off
Sweeps offers
generate excitement
Attention-grabbers
If media is well
targeted, you get
many more names of
interested prospects
You get more dead
wood too but it can
pay off
49
50. Offers create a reason to
start a conversation
The offer is a FREE solutions
kit that is useful for anyone in
this business
The free consultation will get
less response, but it still opens
a door
50
51. The offer in this ad -
Avoid discounting your product –
instead add value as they have
with this triple bonus
51
52. Don’t hide your offer
• People miss
offers that are
hidden.
• Use a banner.
Use a burst. Do
anything to make
sure the offer is
clear
52
53. Tacky? Or effective?
• Beauty contest
winner, or great
ROI?
FREE
Benchmark
Study
$200 value
53
54. To this market, here’s the ultimate offer
This ad sells Praise and Worship
tapes in a continuity series, to
active Christians
The offer is a tape that is not
sold anywhere – it is only
available through this offer
54
55. Anyone here doing space ads?
If time, we can do some quick critiques…
‘7 points for space advertising ’ quick reminder list
1. Relevant visuals
2. Solve a problem for your prospect
3. Surprise or intrigue them
4. The Prospect as hero
5. Take on a new way to explain a complex or abstract
product or service
6. Size tests and trial runs
7. Offer in the ad
55
56. Questions?
Be sure to ask me for a FREE CD
About how to make your email work
harder and perform better!
56
59. Offer-Centric?
• In most cases, it is more effective to sell the
offer – not the product
• The direct mail package and the print ad should
be all about the offer
• “Wait, there’s more…”
•
•
• No one will ever wait
59
62. New control
by CWL TEAM
A DM package
We were not able to
talk them into an
offer
62
63. Next control
by CWL TEAM
A DM self-mailer
tested with and
without an offer.
But the offer sucked.
63
64. “Offers don’t work for us”
Correction: bad offers don’t work.
Or
Offers don’t work if the audience is wrong/
Mailing list is bad
Is a cheap electric BBQ fork that’s been out on the
market for a few years a good offer? Ecchh!
NEXT slide: the offer that won (Thanks to Alan!)
64
69. “The customer or prospect doesn’t
give a damn about you, your company
or your product.
“All that matters is ‘What’s in it for me?’”
— Bob Hacker
69
70. Determine your main benefit
• Definition of feature and benefit
• A feature is what your product is or does
• A benefit is what it does for the user
• Advertisers sell features; people buy benefits
• All benefits are not created equal
70
71. Why does anyone buy these products?
Product: Product:
Gasoline Washing Powder
Features: Features:
Poisonous, Powdery, granular,
smelly, comes in a box,
expensive. poisonous.
Benefit: Travel! Benefit: Clean clothing
(You’ll feel clean and fresh)
71
72.
73. You can turn almost
anything
into a benefit
(How about the high price of a Porsche?)
93. And in this uncertain economy…
People are deferring purchase decisions
Why do I need it has become:
Why do I need it now?
93
94. Create urgency now!
Tell people what will happen if they don’t respond
Give them a deadline…
Use urgent language
Consider a fast 50… but never honor it
94
105. Choosing the right format
• Choice of formats:
• Boxes
• Self-mailers
• Postcards
• Letter packages
• Testing is essential
• Change is good
105
106. Self mailers
Why do so many companies use them?
Easy to do, less work
More graphic, more fun
Usually cheaper
When to consider a self-mailer
A simple message or offer
As part of a continuity program
When you have no time
When you have many classes or seminars
When you expect a low response rate
unqualified list
If you do decide to use a self-mailer…
Be careful about the BRC
Test against it
106
107. Postcards can pull
They must be visually-oriented
They must be single-minded – almost like a tiny
billboards
Use them strategically
Use unusual size or shape postcards
www.shipshapes.net
107
113. Carol’s favorite postcard:
the ‘don’t let this happen to you’ approach!
• For a
proofreading
service
113
114. You can Bet on a Box
• It has a 100% opening rate
• It gets a lot of attention - almost like a gift
• It forces you to be creative
• It will be the most memorable mailing the person
receives that day
• It doesn’t matter what you put in the box…
114
115. …if you do use a box
Your company name must be prominent
Nothing perishable or fragile – unless that’s
the point
Don’t just do half the job – include a letter, a
reply device, a strong offer….
115
119. A slight diversion by Carol…about
dimensional packages
• “They” say that boxes ONLY work for B2B –
that it’s too expensive for consumer mailing…
• Here is an exception to that rule
• It also brings up the old adage,
if you don’t ask, you won’t get…
119
120. Finding our way to the big idea…
• Isuzu was introducing a line of vehicles
under the title, ‘Ironman’
• These were a few different models, so
we couldn’t concentrate on one
specific market
• Brainstormed around “Ironman” and
then someone said,…
“I wish we could send them a
running shoe in the mail to
highlight the Ironman competition!” …
120
121. Isuzu Ironman dimensional package
• Highly cost
effective
• Beat a flat direct
mail package in a
head to head test
• Incredible ROI
• It led to new
profitable
relationship with
Reebok
• Winner National
Postal Forum
award
Elements: outer box, letter, brochure, reply form, offer
121
122. One more: an
amazing idea
for a box pkg.
A collapsible box
that slips under
the door…
“Breaking into your
apartment may be
easier than you think!”
122
123. Back to Alan:
The Letter Package
• Elements include:
• Outer envelope or OE
• Letter - usually personalized
• Brochure
• Reply device
• Extra enclosures
• Usually outpulls other formats (except boxes)
• Always outpulls self-mailers
• Still allows for creativity and flexibility
123
124. The Outer Envelope
If this fails, everything
inside the package
is wasted…
124
125. 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
125
137. 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
137
138. 10 Proven Envelope Techniques
1. State the main benefit
2. State the offer
3. Tell them what’s inside
4. 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 problem
8. Flag your market
9. Use personalization in an unusual way
10. Use F.U.D.
139. The Letter
The only form of
advertising you will
ever read or ever write
that always starts with
one word…
139
140. 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?
140
146. 7 Letter Techniques
1. 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.
146
154. Yale University Study
The 12 Most Persuasive Words
in the English Language
You New
Health Discovery
Money Results
Safety Proven
Save Easy
Love Guarantee
The Single Most
Persuasive Word in
Direct Marketing? _______________
154
155. 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…
155
156. The
Brochure
The best place
to visualize
your benefits…
156
157. Building Better Brochures
“The letter sells, the brochure tells.”
Evelyn Woods should have been a direct
marketer
“The 3-second solution”
157
161. The Role of the Brochure
• Provides detailed information
• Can include testimonials and clients lists
• Can be used as an involvement device
• The “Striptease” effect
161
162. 7 Ways to Improve Your Brochure
1. 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
162
163. 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 self
interest. It should promise the reader a benefit.”
--David Ogilvy
163
166. 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).
166
167. 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
167
172. The
Reply Device
Where the rubber
meets the road
172
173. 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
173
174. BRE or BRC?
What kinds of information do people
regard as “private?”
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
174
175. 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!
175
177. 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
177
179. The
Involvement
Device
Will another
three seconds
really
make a difference?
179
180. 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…
180
185. What’s next?
Part 3: Digital Creative that
Engages Customers
Oct 18 (today), 12:30pm - 2:45pm
185
186. 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
186
