K.I.S.S - Keys to Copy & Content that Generate Results

K.I.S.S - Keys to Copy & Content that Generate Results

Speaker NDawnWolfe – Director of In-Trial Marketing, Autodesk

Philip Reynolds – Associate Creative Director, Palio+IgniteOtis Maxwell – Freelance Copywriter

ames

BACK bypopular demand!

The Six Universal Buying Motives

1. Desire for gain (usually financial)

2. Fear of loss (again, usually financial)

3. Comfort and convenience

4. Security and protection

5. Pride of ownership

6. Satisfaction of emotion

--Roy Chitwood, Max Sacks International

FABS (Features, Advantages, Benefits)

Feature: what it does

Advantage: how that makes it superior or delivers a technical benefit

Benefit: how that translates into a PERSONAL need solved

)

Anritsu VectorStar “Curiosity”

Anritsu makes test and measurement instruments used by electronic engineers in designing, testing and troubleshooting products

They introduced the Vector Network Analyzer in 1965

Most of Anritsu’s products are industry leaders but they are a distant third in VNAs

The introduction of a new generation, called the VectorStar, was an opportunity

The Six Universal Buying Motives

1. Desire for gain (usually financial)

2. Fear of loss (again, usually financial)

3. Comfort and convenience

4. Security and protection

5. Pride of ownership

6. Satisfaction of emotion

--Roy Chitwood, Max Sacks International

NoCostRefi “Union Bank”

1. Desire for gain (usually financial)

2. Fear of loss (again, usually financial)

3. Comfort and convenience

4. Security and protection

5. Pride of ownership

6. Satisfaction of emotion

--Roy Chitwood, Max Sacks International

The Six Universal Buying Motives

1. Desire for gain (usually financial)

2. Fear of loss (again, usually financial)

3. Comfort and convenience

4. Security and protection

5. Pride of ownership

6. Satisfaction of emotion

--Roy Chitwood, Max Sacks International

K.I.S.S - Keys to Copy & Content that Generate Results

Speaker NDawn Wolf – Director of In-Trial Marketing, Autodesk

Philip Reynolds – Associate Creative Director, Palio+IgniteOtis Maxwell – Freelance Copywriter

ames

BACK bypopular demand!

Dawn Wolfe

Sr. Digital Marketing Manager

eBusiness

Autodesk

Autodesk At-a-Glance

• Founded 1982

• $1.95+ billion in revenues

• 6,800+ employees worldwide

• 10+ million professional users in 187 countries

• 1+ million students a year trained

• The last 17 Oscar®

winners for Best Visual Effects have all used Autodesk software

• Trials Key To Purchase Decision

• 90% of dotcom traffic

• 3 Uses=2x likelihood to buy

• #1 Campaign CTA

In Trial Marketing

ITM Testing

Tips and Tricks Social

Training Comparison

24

In-Trial Marketing Objective/Hypothesis

• Convert Trial users to purchasers

• Hypothesis: the more engaged the trial user, the higher the likelihood to buy

Data points:• Simple, straight forward content got clicked on

the most• The more persona targeted the content, the

better the results• 80% of trial users only open trial once

Enter GamificationNot necessarily a “game” but leverages game mechanics and psychology to engage trial user.

• Curated, Snackable content• Super targeted content, right tone for audience• Contextualize learning tasks and reward players along the path• Create engagement, Incentivizes• Makes learning our software engaging, supported and fun

Some simple facts

• We like to play

• We like to be good at things

– We like people to see how good we are at things

• We like to see how we measure up against others

– We like people to see how we measure up (mostly)

• We like to win

– We like people to see us win

Why do we have these feelings?

Combine this with Relevant Content…

What is persona?What content makes sense at this stage of engagement?Purpose of Intent?

Case Study: Results

54% increase in trial usageRatio of day 2-30 trial use to day 1 use increased 40%

What You Need to Understand: Connecting game mechanics + audience targeted, compelling content to an ordinary tutorial drove our key objective higher than any previous attempt

!

15% increase in buy clicks

That’s great, but what about non-gamer audiences?

“snackable learning content” + audience appropriate tone + user feedback (a la fitbitprogress bars and positive feedback)

How to talk to your doctor: creating great advertising in the

pharmaceutical industry

Philip Reynolds

Palio+Ignite

The challenge: getting off the pharma bike path

The solution: insight-based advertising with some kick

• Learn about your target and discover a deep insight about them

• If possible, find a competitive advantage for your product

• Build to a differentiating position

• Execute against a single-minded idea

Emotional insight: Stribild

• HIV medication launched in 2012

• Benefit: 1-pill-a-day convenience

• Insight: starting HIV therapy means you’re sick, life is over

• Solution: Starting Stribild means you’re starting a new, better phase of life

Stribildjournal ad

• Text here

Emotional insight: Brevibloc

• Intravenous heart rate agent used in hospital critical care

– Requires monitoring/allows adjusting

• Critical care physician needs to feel like a life-saver in command

• “Minority Report” concept turns potential drawback into benefit by feeding need to be a hero in control

Breviblocjournal ad

Differentiating: ED drugs

Being single-minded: Creon

• Market-leading pill for exocrine pancreatic insufficiency (inability to digest food)

• Used in wide variety of conditions and patient types, by many different kinds of physicians—can there be a unifying creative idea?

• Analogy of mining equipment creates a simple icon of a hard-working, dependable brand

Creon poster

Being bold: Colcrys

• Gout medicine with long history

• Relaunched on news that it is packaged in a lower dose yet just as effective

• Creative idea answers the question, What if you take something strong and ask it to behave a little more sensitively?

Colcrysjournal ad

As it is in my business, so shall it be in yours

• Communicate with a simple idea

• Build the idea from an insight about your customer

• Don’t be afraid to be different

• Find your industry’s beach, and stay far away from it!

You’ve mastered the theory, now put it into practice

Use the Show Guide to match this session’s categories with the providers in the Hall who can

help execute!See Page 18 for details