What We Can Learn from Direct Marketers by Brian Massey and Debra Zahay

PowerPoint Presentation

Everything I Needed to Know About CRO I Learned from Direct response MarketersDebra Zahay, The ProfessorBrian Massey, The Conversion Scientist

#convcon @bmassey @zahayBrian and Debra1In this presentationLEARN why it is so hard to get and keep the attention of peopleUNDERSTAND why direct mail copywriters have something to teach us about Web marketingHEAR the tips provided by the most successful direct mail copywriters SEE examples of these techniques in action on the Web

BUT WAIT! THERES MORE#convcon @bmassey @zahayBrian and Debra2FOOT-In-The-DOOR, GINSU KNIVES, AND ConversionStart Small and build (Freedman and Frasier 1966)Progressively Escalating commitments (Trivial first commitments such as agreeing to be interviewed can lead to organ donation (Schwartz 1970)Used in Business-to-Business as well

#convcon @bmassey @zahayBut wait! Theres MORE!Debra

3The first 100 attendees get a professor TALKING TO YouDr. Debra ZAHAYProfessor/Data ScientistAuthor of over 22 articlesConsultantPresident of Zahay, Inc.National SpeakerAuthor Internet Marketing: Integrating Online and Offline StrategiesLooks Good in Black#convcon @bmassey @zahay

Debra

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Computer ScientistSalesmanEntrepreneurCorporate MarketerConversion ScientistFounder of Conversion SciencesConsultantNational SpeakerAuthor Your Customer Creation EquationLabwear Fashion Model#convcon @bmassey @zahayBrian MasseyBrian5Writing persuasive copy: Why it is so hard?#convcon @bmassey @zahayBrian6Brocas Area and Wernickes Area

Source: Wizard Academy www.wizardacademy.com

WernickeBrocahttp://thebrain.mcgill.ca#convcon @bmassey @zahayBrian Hold up your left hand. Place your finger just behind your left ear. You are now point to Wernickes area, a place in the brain where certain sounds called nouns are attached to the mental images they represent. Now move your finger to just in front of your ear. You are now pointing to Brocas area, located in the Triangular portion of the inferior frontal gyrus. This is where verbs become actions on the projection screen of the what neuroscientists call the visuospatial sketchpad. These two areas are linked by a high-speed network of nerves called the arcuate fasciculus. Just behind your left earis Wernickes area of the brain. This is where certain sounds called nouns are attached to the mental images they represent. Slightly forward of that ear is Brocas area, where verbs become actions on the projection screen of imagination, the minds eye, called thevisuospatial sketchpadby cognitive neuroscientists. The movie projector we call consciousness, they callworking memory.The high-bandwidth neural pipeline that connects the two is called thearcuate fasciculus.http://www.mondaymorningmemo.com/newsletters/read/1878

Image: http://thebrain.mcgill.ca/flash/i/i_10/i_10_cr/i_10_cr_lan/i_10_cr_lan.html7Reading, Listening and Speakingall use the same Wetware

Seeing Words PassivelyPrimary Visual Cortex

Generating (and Reading) WordsBrocas AreaWernickes Areahttp://thebrain.mcgill.ca#convcon @bmassey @zahayBrianRelationship to Premotor Cortex and the Primary Motor Cortex

http://thebrain.mcgill.ca/flash/a/a_10/a_10_cr/a_10_cr_lan/a_10_cr_lan.html#2

This language loop is found in theleft hemispherein about 90% of right-handed persons and 70% of left-handed persons, language being one of the functions that is performed asymmetrically in the brain. Surprisingly, this loop is also found at the same location in deaf persons who use sign language. This loop would therefore not appear to be specific to heard or spoken languagehttp://thebrain.mcgill.ca/flash/d/d_10/d_10_cr/d_10_cr_lan/d_10_cr_lan.html#2

Localizing the distributed language network responsible for the N400 measured by MEG during auditory sentence processingSpeech is a Left-brain activityChapter 30 ofSecret Formulas of the Wizard of Ads,1999) asserted that Broca's area of the brain anticipates the predictable.

8The masters of old know how to get brocas attention#convcon @bmassey @zahayFrom Hopkins to cialdini:why direct mail marketers are relevant to the web#convcon @bmassey @zahayDebra10Authority:use experts in the field professionals the sophisticated, the discriminating, the blas#convcon @bmassey @zahay--Eugene M. SchwartzDebra11Scarcity:EVERYONE LOVES A BARGAIN. ITs BEST TO MENTION A SPECIFIC [expiration] DATE RATHER THAN A TIME PERIOD.#convcon @bmassey @zahay--Jim KobsDebraHow many emails do we get that dont have any specific offer or deadline.12Liking:Successful salesmen are plain and sincere men who know their customers and know their lines.

So it is in ad writing.#convcon @bmassey @zahay--Claude HopkinsDebra13Social proof:bring in other actors besides the reader.#convcon @bmassey @zahay--Eugene M. SchwartzDebra14Commitment:The best ads cite advantages to users. Perhaps they offer a sample, or to buy the first package, or to send something on approval.#convcon @bmassey @zahay--Claude HopkinsDebra15Reciprocity:As a marketing technique, the free sample has had a long and effective history.#convcon @bmassey @zahay--Robert CialdiniDebra16Coming to Terms with your direct marketer#convcon @bmassey @zahayMarketers are in advertising. Admit it.#convcon @bmassey @zahayThe difference between direct Response advertisers and general advertisers is#convcon @bmassey @zahayOne measures. one knows what works and what doesnt19The keys to success lie in perpetual testing#convcon @bmassey @zahayDebra20Claude Hopkins

Author of Scientific Advertising

Download a copy athttp://conversci.com/ccc13books

#convcon @bmassey @zahay

Download at http://conversci.com/ccc13booksBrian21The time has come when advertising in some hands has reached the status of a science.Claude C. Hopkins#convcon @bmassey @zahayBrian22Writing copy is like playing the stock market, or being an atomic physicist.--Eugene M. Schwartz, Breakthrough Advertising#convcon @bmassey @zahayBrian23Never stop testing, and your advertising will never stop improving.#convcon @bmassey @zahayhttp://www.brainyquote.com/quotes/authors/d/david_ogilvy_2.html#I1DB2SUBQuzcYmiQ.99-- David Ogilvy24You ARE WORKING IN A PETRI DISH ENVIRONMENT#convcon @bmassey @zahay

Youre in direct response advertising.Admit it.Debra25Testing Ground RulesTest a single element or test a completely different approach.Be prepared to measure test results.Work on the Beat the Champ Principle.Make sure your tests are statistically valid.Analyze your results based on net dollar return.Dont assume someone elses results will turn out the same way for your market.Dont think test results are forever.Avoid the disease of over-testing.

#convcon @bmassey @zahayWho wrote this?Debra26Jim KobsRespected leader in the field of direct marketing, a strategic thinker, an effective teacher/lecturer, an award-winning creative thinker, a noted author

Probably the most misunderstood concept in direct marketing is the offer.#convcon @bmassey @zahay

Debra

27Some direct response advertisers test one envelope color versus another.


-- Jim KobsDebra

28That's why you don't stop with A/I/A (Attention / Interest / Action), but continue right on with testing..#convcon @bmassey @zahay-- John CaplesJohn CaplesAuthor of Tested Advertising Methods


Download at http://conversci.com/ccc13booksBrian30David Ogilvy

Author of Ogilvy on AdvertisingConfessions of an Advertising Man#convcon @bmassey @zahay

Download at http://conversci.com/ccc13booksBrian31If it doesn't sell, it isn't creative.#convcon @bmassey @zahayDavid OgilvyBrian32Move the prospect to favorable action. Unless enough "prospects"are transformed into "customers," your ad has failed, no matter how creative.#convcon @bmassey @zahay-- John CaplesExample:Web-programmable Home Thermostat

Email copy test. Subject line and landing page remained the same.Brian34Examplepromotional CopyIf you enjoy using technology to save time and money, TXU Energy has something special for you.

Introducing the iThermostat, afully Web-enabled programmable thermostat that lets you monitor and manage your home's temperature from any Internet-connected computer. Now you can control your home environment from almost anywhere saving money and conserving energy.Brian35ExampleEditorial Style CopyThe iThermostat was introduced over a year ago and it has already proven to be an easy and effective way to control the cost of heating and cooling your home. Its biggest advantage is that it connects wirelessly to the Internet. This allows you to program the unit using a Web browser.

135% More SalesBrian36ExampleColorful Metaphor CopyThe VCR promised to revolutionize our TV viewing habits, but it was the Internet-connected digital video recorder that made scheduling and recording TV programs easy enough for everyone.

TXU Energy has introduced a similar revolution with an Internet-connected thermostat that makes it easy to control your home's temperature and energy costs.208% More SalesBrian37What you say is more important thaN how you say it#convcon @bmassey @zahayIF the AVERAGE DIRECT MARKETER SPENT AS MUCH TIME TESTING and REFINING AND FINE TUNING HIS OR HER OFFER AS EDITING AND POLISHING A PIECE OF DIReCT RESPONSE COPY, the BOTTOM LINE would LOOK at Lot BETTER.#convcon @bmassey @zahay-- Jim KobsDebra

39Added SAME DAY Shipping

Thanks to Allworld Machinery and the Northern Stars Team,Marketing Technology, NIU, Spring 2013 5% CRT 0% CRT Debra

40BrandedUnbranded AGAIN, CLEAR OFFER SAME DAY SHIPPING OUTPERFORMS WEAK OFFERThanks to Allworld Machinery and the TBA Team,Marketing Technology, NIU, Spring 2013 Sakagami SealsAll of Your Machinery Supply Needs.Quick & Easy Delivery, Act Today!www.allworldmachinery.com/sealsIndustrial Machine PartsWide Selection of Seals & Packings. Same Day Shipping.allworld.com/SakagmiSealsMost EffectiveDebraHow do you know it is a weak offer, start to think out loud about it. This explains the cognitive processing end.41The Word FREE HAS a LOT OF MAGIC TO IT.#convcon @bmassey @zahayJim KobsDebraI can talk about my examples from class, free survey, free estimate, free demonstration (send me a sales person).42Just adding the word free to this ad resulted in a 7% ctrWhy it was successfulManage Your WebsiteAll Your Site Services, One SystemCall For A Free Consultation Today www.IdeosityCMS.com

Thanks to Ideosity and the Interactive Masterminds Team, Marketing Technology, NIU, Spring 2013 7%Debra

POOR RESULTS WITH WEAK CALL TO ACTIONWhat went wrong?High Impressions/low CTRWeak Call-To-ActionPoor ResultsB2B Website MGMT SoftwareCreate Customize and Manage ContentSee Our Site Solutions Herewww.IdeosityCMS.com Thanks to Ideosity and the Interactive Masterminds Team, Marketing Technology, NIU, Spring 2013 Debra

CREATE A SENSE OF URGENCY/TIME DEADLINE

Thanks to the BAM Team, Marketing Technology, NIU, Spring 2013 WinnerDebraI thought this was interesting b/c it is not a physical product but our grads.45What you say is all about the offerFree Gift OffersDiscount offersSample OffersTime Limit OffersGuarantee Offers Build-up-the Sale OffersSweepstakes OffersClub and Continuity Offers

#convcon @bmassey @zahayThe headline Is the most important element in most advertisements#convcon @bmassey @zahayMuRRAY RAPHEL

Successful Retailer, Consultant, Retired, Award Recipient and AuthorPenicillin, Rubber-Photography, x-rays, the telescope and my beginnings in direct mail. happened by accident


Debra

48IF A HEADLINE WORKS, REPEAT IT. .THERE are less than a handful of HEADLINES THAT WORKED EVERY TIME THEY WERE USEDMURRAY RAPHEL#convcon @bmassey @zahayDebraTesting, testing, testing..Good headlinewould you buy a x brand shirt on sale for $29 was a winning headline.49Eugene M. schwartz

Author of Breakthrough Advertising

Find out how to download a free copy at http://conversci.com/ccc13books


Brian50Every product appeals to two, three or four mass desires. But only one can predominate.--Eugene M. Schwartz, Breakthrough Advertising#convcon @bmassey @zahayDebra51Pick one message To lead#convcon @bmassey @zahayBrianDiscuss rotating headers52What Kind of Copy Should We Write?Most AwareProduct AwareSolution AwareProblem AwareUnawareEugene Schwartzs Five Levels of AwarenessDirectIndirectProduct and PriceDiscounts and DealsClaims and Proof Benefits and AnxietiesStories and SecretsSource: Great Leads by Michael Masterson and John Forde#convcon @bmassey @zahayBrian53


Brian54

Most AwareProduct AwareSolution AwareProblem AwareUnaware#convcon @bmassey @zahayBrian55




Most AwareProduct AwareSolution AwareProblem AwareUnaware#convcon @bmassey @zahayBrian59Long copy sells more than short copy#convcon @bmassey @zahayThis will Never work online!#convcon @bmassey @zahay

Brian61#convcon @bmassey @zahay

BrianSetup the old school sales letter page. Does it really work online?62Consider the video sales letter#convcon @bmassey @zahayNest#convcon @bmassey @zahay

http://www.theverge.com/2013/1/30/3933412/nest-shipping-over-40000-thermostats-every-monthBrianWhat about Nest?64Nest: sales letter?#convcon @bmassey @zahay

BrianShow them how the sales letter is still used today.65moving highlighted boxes#convcon @bmassey @zahay

BrianShow them how the sales letter is still used today.66moving bubbles#convcon @bmassey @zahay

BrianShow them how the sales letter is still used today.67offers#convcon @bmassey @zahay

BrianShow them how the sales letter is still used today.68starts with a story#convcon @bmassey @zahay

BrianShow them how the sales letter is still used today.69Interactive#convcon @bmassey @zahay

BrianShow them how the sales letter is still used today.70call to action#convcon @bmassey @zahay

BrianShow them how the sales letter is still used today.71another call to action#convcon @bmassey @zahay

BrianShow them how the sales letter is still used today.72day 12: learn something#convcon @bmassey @zahay

BrianShow them how the sales letter is still used today.73day 90#convcon @bmassey @zahay

BrianShow them how the sales letter is still used today.74testimonials#convcon @bmassey @zahay

BrianShow them how the sales letter is still used today.75Summary#convcon @bmassey @zahayDebra76our brain is designed to filter your message out#convcon @bmassey @zahayBrian77Online marketing is direct marketing#convcon @bmassey @zahayDebra78The key to success lies in perpetual testing of all of the variables#convcon @bmassey @zahayDebra79Long Copy sells more than short copy#convcon @bmassey @zahayDebra80What you say is more important than how you say it.#convcon @bmassey @zahayBrian81Direct online Marketing is a competitive sport. #convcon @bmassey @zahayAlways be looking for your next great controlDebra821. The key to success (maximum sales per dollar) lies in perpetual testing of all the variables.2. What you say is more important than how you say it.3. The headline is the most important element in most advertisements.4. The most effective headlines appeal to the reader's self-interest or give news.5. Long headlines that say something are more effective than short headlines that say nothing.6. Specifics are more believable than generalities.7. Long copy sells more than short copy.8. Repetition reinforces the offer9. Segment for personalized offers#convcon @bmassey @zahayForward to Scientific Advertising by David Ogilvy