Welcome to the DMA’s

Creative Certification Course

Part Three

Digital  Crea+ve  that  Engages  

Customers  
Thurs.,  Oct.  17,  2013  ;  1:00-­‐  2:45  pm

Alan  Rosenspan  •  Nancy  Harhut  •  Carol  Worthington-­‐Levy  

Want to reach any of us?
Alan Rosenspan: [email protected]

Nancy Harhut:
[email protected]

Carol Worthington-Levy
[email protected]

You’ll also find us in LinkedIn!

2  
 What  ‘digital  media’  are  we    
talking  about?  
•  Websites  
•  Email  
•  E-­‐newsleEers  
•  Anything  you  want  to  talk  about  
•  NOTE:  for  email,  the  same  rules  of  engagement  apply  as  they  
do  in  space  adverKsing  
•  For  websites  it’s  akin  to  direct  mail  
•  Just  because  it’s  a  website,  doesn’t  mean  the  copy  can  be  
wriEen  poorly  (believe  it  or  not!  

3  
 Design  for  the  web  
•  It’s  not  always  preEy  
•  Contrast  is  extremely  important  
•  Get  viewers  to  the  thing  they’re  interested  in    
within  two  clicks  
•  Don’t  waste  the  viewer’s  Kme  with  lengthy  special  
effects  –  they  hate  it  
•  Use  science  to  guide  the  design:  eyeflow,  legibility    
and  comprehension,  etc.  
•  Sell,  sell,  sell  
 
4  
 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  
 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  
 Special  offer  
•  Upper  le_  for  ‘signup’  offer  
and    
‘search  our  site’….  PLUS…  
•  OFFER  TEST    
(free  Kps  vs.  free  knife)  
•  Remember:  a  website  is  just  
another  direct  marke+ng  
medium  

7  
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  
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 Consumer  site:    
 
Niman  Ranch  Premium  meats  
•  Every  product  photo  leads  
to  a  purchase  page  
•  More  appe+te  appeal  
through  affinity  with  great  
chefs  and  recipes  
•  Promo+on  with  deadline:  
monthly  and  weekly  specials  
•  Tells  unique  selling  
proposi+on:  all  NR  meat  
from  small  closed  herds  with  
cruelty-­‐free  treatment  
 

9  
 Tes+ng  told  us  to  emphasize  the  taste    
and  tell  less  anK-­‐cruelty  stories  
The  winner!  
Right  hand  column  is  dedicated  
Right  hand  column  is  dedicated    to  
selling  products   to  stories  and  value-­‐add  

10  
 NavigaKon  
 
Quick  easy  links  help  customer  find  exactly  
what  they  want  —  instantly    
 
Top  sec+on  is  for  shopping  
 
Middle  secKon  is  for  gi_ing,  specials  and  
new  items  
 
BoEom  secKon  is  for  chefs/restaurants,  
the  Trade,  Farmers,  corporate  gi_ing  
 
RegistraKon  into  site  will  give  customer  
access  to  email-­‐only  offers  

11  
 Selling  pages  
 
•  Quick  easy  links  help  
customer  find  exactly  
what  they  want  —  
instantly    
•  Appe+te  appeal  galore:    
in  the  COPY  as  well  as    
the  photos  
•  Tes+monials  conKnue  to  
posiKon  Niman  Ranch  as  
the  tasKest  of  all  
•  Content  tells  the  curious  
customer  more  about  the  
12  
meat  and  the  mission  
 
 Selling  pages  

One click, and they’re in their favorite Homes  in  on  specific  
category of meat and ready to buy
products  
13  
 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,  low-­‐
volume,  cruelty  free  

•  PosiKons  small  
farms/farmers  as  
heroes  who  work  
every  day  for  safer,  
tasKer  meats    
   
14    
How  should  a  nonprofit  site  look?    
It  depends  on  the  goal  …  

•  Direct  dona+on  site  –  keep  

it  as  simple  as  possible  
•  Make  offers  for  donaKons  
stand  out  (see  upper  right)  

15  
 Main  nonprofit  site  has  different  goals  

•       InformaKonal  and  lead  generaKon  

•  The  top  secKon  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  
 Making  extra  money  on  a  nonprofit  site  
•   LIVESTRONG  started  
for  fundraising/
nonprofit  but  has  
now  become  a  
lifestyle  and  health  
website  
•  Note  they  actually  
sell  adverKsing  space  
on  their  site  —  it  
pays  to  do  this  and  
visitors  don’t  mind  

17  
Google’s  heat  map  study  

18  
 Making  Your  Emails    
Sizzle  
10  quick  .ps  for    
more  effec.ve  email  crea.ve  
•  Great  copy  is  essenKal…  
•  …but  there  are  other  things  that  will  affect  
whether  anyone  sees  it  –  or  reads  it  

19  
 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:  gepng  their  next  order  

B)  Know  your  house  list  –  and  split  it  up    

         into  segments  
 No  email  should  go  to  EVERYONE  on  your  list!  

20  
2.  Use  interesKng,  varied  subject  lines  
  Market-­‐appropriate  works  beEer  than  generalized  
  If  you  only  talk  “sale”,  keep  it  as  interesKng  as  possible  
  Check  your  own  email  —  noKce  what  you’ve  been  responding  to  
Boring,  bad…                                                                                  Too  much  of  the  same  promo  

21  
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  
Here’s  how  to  get  your  email  opened  
  Lots  of  subject  line  variaKon  keeps  them  on  their  toes  

23  
3.  Test.  Suggest  tests.  Demand  tests.
Otherwise,  if  it  fails,  everyone  will  blame  the  crea.ve!    
•  TEST…Different  offers  
•  Date/Kme  limit  versus  offer  emphasis  
•  Length  of  Kme  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  
Offer  tests:  Create  offers  your  audience  can’t  resist
•  Knowing  your  audience  gives  you  beEer  offer  ideas  
•  Some  audiences  don’t  respond  to  discounts  
•  Measure  the  responder  behavior  -­‐  to  determine  lifeKme  value  
•  Test  Different  offers  
–  free  shipping  vs.  a  gi_            —  discount  vs.  free  shipping  
–  a  gi_  card  for  both  you  and  your  friend,  vs..  a  higher  
discount  for  you  alone    
–  two  different  gi_s  (‘home  made  jam’  vs..  ‘ten-­‐year  spatula’)  
–  A  challenge:  design  the  next  dress;  write  a  romanKc  story  
–  Deadline  by  which  they  must  respond  to  get  the  gi_  
–  A  sweeps  or  drawing  vs.  a  gi_  now  

25  
 Offer  tesKng  can  yield  surprises!  
  We  offer-­‐tested  a  
white  paper  about  
 
their  topic  
(Permission  email)  
vs.  a  chance  to  win  
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4.  Keep  brand  consistent  with  voice  and  image  
•  A  customer  recognizes  you  immediately  –  credibility!  
Monday, September 6, 2010

Here’s  the    brand  via  catalog…          Here’s  the  brand  in  an  email            
Subject: Shhh...Sneak Peek (50% Off)
Date: Thursday, July 29, 2010 7:02 AM
From: Chico's <[email protected]>

     
Reply-To: "Chico's" <[email protected]>
To: Carol worthington-Levy [email protected]
Conversation: Shhh...Sneak Peek (50% Off)

Private preview! Get a first look at the new fall collection (50% Off)*

  Please add [email protected] to your safe sender list or address book. View on a mobile device or web browser.

*Buy 1 full-price item, get the 2nd full-price item (of equal or lesser value) 50% off. Full-price styles only. Offer valid in stores,
online at chicos.com or at 888.855.4986. Limited time only. Discounted item will be reflected at checkout.
27  
**30% off already reduced styles only. Offer valid in stores (excluding outlets), online at chicos.com and at 888.855.4986.
Marked price reflects savings off original ticketed price. No adjustment on prior purchases. No cash value. Limited time only.
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  
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  o_en  
than  you  realize    
•  This  email  in  an  iphone:  

29  
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.wineofthemonthclub.com/
category/big-bold-petit-sirah?
r=EM912A&utm_source=email
list_bronto&utm_medium=emai
l&utm_campaign=EM912A&ut
m_content=labelpic

30  
 7.  Spice  up  email  with  a  variety  of  formats  
•  Different  formats  at  different  Kmes  
enables  you  to  send  more  oaen  
without  the  customer  gebng  bored  
•  Try  a  promoKonal  one  vs.  a  newsleEer  
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  
 8.  Invite  involvement  by  customer  
  The  more  
opportunity  for  
dialogue,  the  more  
they’ll  like  you!  

32  
9.  Try  videos  
  Even  if  it  seems  like  a  lot  of  work…  
  Does  it  need  to  be  made  with  super  high  producKon  
values?  
  Is  it  expensive?  
  What  happens  a_er  they  play  the  video?  

33  
Email  video  –  does  it  work?   Subject: eLetter - Videos: Leak-free windows
Date: Sunday, September 5, 2010 11:12 PM
Tuesday, September 7, 2010 7:49 PM

From: Fine Homebuilding <[email protected]>

• For  both  B2B  and  consumer,  video  

Reply-To: "Fine Homebuilding" <[email protected]>
To: Carol worthington-Levy [email protected]
Conversation: eLetter - Videos: Leak-free windows

is  a  great  tool  
• Demonstrate  equipment,  methods   Hello, CAROL!
We're still looking for great examples of exterior-trim and siding details. Stop by the gallery and post your

for  uKlizing  tools,  provide  a  quick  

photos for a chance to take home Senco's great new Fusion cordless nailer.

September 6, 2010

Is Your Vertical Siding All Wet?

demonstraKon,  bring  the  salesman  

to  their  desktop.  
• The  numbers  are  very  strong  for   Some builders worry that rigid-foam sheathing,

companies  who  occasionally  use  

horizontal strapping, and board-and-batten siding add
up to a soggy mess. Compare some expert opinions, and
see if you think this wall system works.

Read more

video  on  their  emails.    

Also read:

TIP: Temporary gutters make a siding job safer Taunton's for Pros By
Pros: Exterior Siding,
TIP: Gang-cutting angled siding Trim, and Finishes
Essential Design and
Keep siding dry with a vented rain screen Installation
Information

• hEp:// How To Install Leak-Free Windows

Builder and remodeler Mike

www.finehomebuilding.com/pages/
Guertin demonstrates some
solid window-flashing
techniques in this new video
series. This week, Mike will
introduce several ways to detail a
self-draining sill pan. Unbuilding

window-­‐flashing/  
Salvaging the
Watch the video Architectural
Treasures of
Also watch: Unwanted Houses

Paint doors faster with a rotating jig

BROWSE BY TOPICS
Cut a whole stack of lumber but measure only once
how to
tool guide
design
magazine extras
Complex Trim Cuts Made Easy videos
Fitting paneling to existing
window trim can be tricky.
Learn a few great tips for making
blogs
breaktime
34  
a perfect fit every time. project gallery

Watch the video

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  
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/taclite-tdu%27s

36  
 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  
sKnker!  

37  
 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  understaKng  the  need  
•  Top  it  off  with  a  nice  offer  
to  thank  them  for  their  
aEenKon  and  donaKon  

38  
 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  
 Be  yourself,  but  even  more  so  —    
Develop  a  voice  and  aptude!  
•  If  your  customers  like  your  aptude,  this  is  a  chance  to  let  it  
really  shine  each  Kme  you  reach  them  
 

40  
 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  recommendaKons  
or  call  Bulletproof!  

41  
Nancy  shares  more  psychology  
to  consider  in  copywriKng    

42  
 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  
 
 You  are  more  apt  to  like  the  taste  of  
vinegar  in  your  beer  if:  
   
A:    You  know  it’s  there  ahead  of  Kme  
B:    You  learn  of  its  presence  a_er  you  drink  
C:    It’s  red  wine  vinegar,  not  white  vinegar  
 
 Which  of  these  statements  is  true?  
   
A:    Thinking  about  your  social  security  number  impacts  
the  amount  you’ll  bid  for  an  item  at  an  aucKon    
B:    You’ll  Kp  a  restaurant  server  more  if  he  or  she  gives  
you  mints  with  your  check  
C:    You’re  more  likely  to  choose  denKstry  as  a  
profession  if  your  name  is  Dennis  
 
 Mistake  #1:    
Assume  people  make  the  right  choices  

46  
 Mistake  #2:    
Believe  what  people  tell  us  

47  
Shortcuts  to  decision-­‐making  

48  
5  Sample  Human  Behavior  Triggers  

49  
 Trigger  #1:    
The  Principle  of  Consistency  

50  
Big  Billboard  Experiment  

76%  agree  to  put  

sign  on  lawn  

Why?  

51  
52  
53  
54  
 Trigger  #2:    
Loss  Aversion  

55  
56  
57  
58  
 Trigger  #3:    
CogniKve  Fluency  

59  
Hard to Read

60  
61  
62  
63  
 Woes  unite  foes.  
versus  

Woes  unite  enemies.  

64  
65  
66  
67  
 Trigger  #4:    
The  Reason  Why/Reason  to  Believe  

68  
69  
70  
71  
72  
L  

73  
 Trigger  #5:    
Eye  Magnet  Words  

74  
75
76
77
78
79
80
 Back  to  Alan:  
Wri+ng  for  the  Web  

81  
 WriKng  for  the  Web  
•  Anyone  can  write  for  the  web,  right?  

•  182,000,000  websites  –  as  of  2007  

•  Netcra_  

•  Over  1  trillion  web  pages  

•  Over  50  million  blogs  –  as  of  2006  

•  TechnoraK  State  of  the  Blog  

82  
 What’s  even  worse...  

•  There’s  actually  very  liAle  wriKng  on  the  web  

•  Let’s  look  at  the  most  popular  websites  in  the  world  

83  
84
Wri+ng  Winning  
Websites  
 What  do  we  mean  by  winning?  

•  Websites  with  low  bounce  rates  

•  Websites  that  keep  people  reading  and  engaged  

 
•  Websites  with  high  conversion  rates  –  that    
moKvate  people  to  buy    

86  
How  do  People  Read  
Websites?  

87  
 …not  in  the  tradiKonal  way  
•  They  scan  –  not  just  at  first,  but  conKnually  

•  They  take  in  “nuggets”  of  informaKon  

 
•  This  may  be  changing  with  iPad,  Kindel  and  other  
electronic  reading  devices

88  
•  Recent  research  gets  an  “F”  

•  They  read  the  top  bar,  go  down  and  read  across  for  a  
shorter  amount  
 
•  They  scan  the  le_-­‐hand  side  

•  …all  at  lightening  speed!    

89  
F   90  
 So  you  need    
to  write  how  they  read  

91  
 …not  in  the  tradiKonal  way  
•  You  don’t  have  a  beginning,  middle  and  an  end  

•  Everything  you  write  is  a  beginning…with  a  link  for  

more  informaKon  
 
•  You  are  not  developing  an  argument;    
or  telling  a  story;    
you  are  creaKng  powerful  telegraphic  messages  

92  
7  Proven  Techniques  

93  
 1.  Be  a  Pied  Piper  
1.  Highlight  key  words  and  benefits  

2.  Make  them  bold  or  BIGGER  

3.  Put  them  in  another  color  to  afract  afen+on  

4.  Use  numbered  lists  or  bullets  

94  
5.      Use  Headlines  and  crossheads  

6.  Put  benefits  and    

calls  to  acKon    
in  the  margin  

95  
 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  
 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  
 4.  Divide  and  Conquer  
•  Use  boxes,  sidebars,  anything  that  helps  simplify  and  
organize  informaKon  

•  Use  charts  and  graphs  whenever  possible  

•  Always  include  a  capKon  underneath  them

99  
 Put  key  informaKon  

To  make  it    
In  boxes   Or  charts  
stand  out  

100  
 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.    
Save  $19.00  
•  Write  from  different  perspecKves  –  customer,  CEO,  
engineer.  It  shouldn’t  sound  like  it  all  comes  from  just  
one  person  

101  
 6.  Be  Direct  
•  Tell  people  exactly  what  you  want  them  to  do,    
how  and  when  

•  Include  mul+ple  calls  to  ac+on  in  mulKple  places  

•  Give  people  different  ways  to  respond  

•  Toll-­‐free  phone  number  in  e-­‐mail  increases  
response  by  as  much  as  50%  

102  
 7.  Add  credibility  
•  Magazine  adverKsing  has  an  editorial  umbrella;  
people  trust  them  more  

•  Direct  mail  is  a  tacKle  media  –  the  person  holds  it  in  
their  hands  

•  Digital  is  less  certain.  People  are  unclear  who  is  

behind  the  informaKon  and  whether  a  page  can  be  
trusted  

103  
Wri+ng  excep+onal  
e-­‐newslefers  
 
 S+ll  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  
•  Average  +me  spent  on  newslefer    

•  Percentage  of  people  who  fully  read  it  

•  When  you  add  words,  how  much  extra  +me    

do  they  spend?  
 

106  
•  Average  Kme  spent  on  newsleEer    
•    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  Kme  do  they  
spend?  
•    Trick  quesKon  –  they  spend  less  .me  

107  
 My  newslefer…  
•  Written like a letter

•  No graphics, 10-12 pages of just text

•  Few links

108  
109  
 …but  it  proves  a  point  
•  2600  people  in  37  countries  

•  Less  than  70  “opt  outs”  in  11  years  

•  Content  is  king  

110  
  
 
A  few  par+ng  words  
about  wri+ng  
 
 Write.  Rewrite.  Repeat  
•  “The  first  draI  on  anything  is  #@&%!”  
—  Ernest  Hemingway  

•  “Only  ambi.ous  non-­‐en..es  and  hearty  mediocri.es  

exhibit  their  rough  draIs.  It  is  like  passing  around  a  
sample  of  your  phlegm”  
—  Vladimir  Nabokov  

112  
  
 
“Many  have  the  talent    
to  become  great,  but    
few  have  the  energy  ”    
 
—  Tom  McElliot  

113  
 Thank  You!  
Visit  AlanRosenspan.com  
 for  100  ar+cles  about  direct  marke+ng,    
A  new  blog,  and  to  ‘link  in’  
 
Visit  Nancy  Harhut’s  agency  site:  
wildeagency.com/default.aspx    
for  facts,  +ps  and  great  examples  of  the  best    
in  direct  marke+ng  
 
Visit  Worthington-­‐Levy.com  to  learn  more  about  Carol,  or  
WorthingtonLevy.wordpress.com/  
to  see  dozens  of  ar+cles  about  Marke+ng-­‐Driven  Crea+ve