Welcome to the DMA’s Creative Certification Course

Part Two

Creative Rules that Work for Print

Slides 62-123Thurs., Oct 18, 2012 ; 8:30am - 12:00pm

Presented by Alan Rosenspan &

Carol Worthington-Levy

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New control by CWL TEAM

A DM package

We were not able to talk them into an

offer

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Next control by CWL TEAM

A DM self-mailertested with and without an offer.

But the offer sucked.

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“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!)

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Key Driver #2

IT MUST BE ALL ABOUT BENEFITS

“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

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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

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Why does anyone buy these products?

Product: Gasoline

Features: Poisonous, smelly,expensive.

Benefit: Travel!

Product: Washing Powder

Features: Powdery, granular, comes in a box, poisonous.

Benefit: Clean clothing(You’ll feel clean and fresh)

(How about the high price of a Porsche?)

You can turn almost anything

into a benefit

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How many features and benefits can you think of for

an ordinary #2 pencil?

The Incredible Pencil Test

Ranking your benefits

Is it unique?

Is it important to your market?

Is it believable?

Is it a personal benefit?

Key Driver #3

IT MUST ADD VALUE

If the only time I ever hear from your company is when you want to sell me something…

…then I’m not sure I want to hear from your company

• Add valuable information

• Add tips or advice

• Add something that helps them

• Add something they didn’t expect

• Add entertainment

Something that people just can’t wait to open

Turn your direct mail package into a fortune cookie

Key Driver #4

IT MUST HAVE URGENCY

And in this uncertain economy…

People are deferring purchase decisions

Why do I need it has become:

Why do I need it now?

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

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Psychology studies show…

People are more motivated by fear of loss

than by the prospect of gain

Key Driver #5

IT MUST BE TARGETED

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How to Evaluate Direct Mail

Choosing the right format• Choice of formats:• Boxes• Self-mailers• Postcards• Letter packages

• Testing is essential

• Change is good

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

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

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Carol’s favorite postcard:the ‘don’t let this happen to you’ approach!

• For a proofreading service

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…

…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….

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• “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…

A slight diversion by Carol…about dimensional packages

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• 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!” …

Finding our way to the big idea…

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• 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

Isuzu Ironman dimensional package

Elements: outer box, letter, brochure, reply form, offer

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One more: an amazing idea for a box pkg.

A collapsible boxthat slips underthe door…

“Breaking into yourapartment may beeasier than you think!”

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