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K.I.S.S - Keys to Copy & Content that Generate Results
Dawn Wolfe – Director of In-Trial Marketing, Autodesk
Philip Reynolds – Associate Creative Director, Palio
Otis Maxwell – Freelance Copywriter
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
The Six Universal Buying Motives
1. Desire for gain (usually financial)2. Fear of loss (again, usually financial)3. Comfort and convenience4. Security and protection5. Pride of ownership6. Satisfaction of emotion--Roy Chitwood, Max Sacks International
Translated into technology marketing:
1. Desire for gain (usually financial)=career advancement, better performance reviews.
2. Fear of loss (again, usually financial)=job security, avoidance of unpleasant surprises.
3. Comfort and convenience=less late hours, fewer angry users/bosses.
4. Security and protection=systems work as they are supposed to do.
5. Pride of ownership=taking credit for a new and better solution.
6. Satisfaction of emotion=elegant systems that make the enterprise work better
Anritsu Sitemaster S331L:• Anritsu makes test and measurement instruments used to
install and maintain wireless antennas and cell towers• Sitemaster is used to troubleshoot antennas and cable
connections• It is the industry standard now in its 9th generation• This is a much less expensive, lightweight version lacking
some features• Audience: engineers
Rovi Ad Network:• Rovi produces the “Guide” used to show programming on
cable/satellite TV systems, televisions and set top boxes• They also sell advertising inside the Guide
– That’s the Rovi Ad Network• Ads in the Guide reach viewers when they’re actively engaged
(clicking the remote)• Audience: media buyers
In-Trial Marketing, a Case Study
Dawn Wolfe, Autodesk
Dawn WolfeSr. Digital Marketing ManagereBusinessAutodesk
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 TestingTips and Tricks Social
Training Comparison
32
Simple, sales conversion oriented content
No link outs, limited copy
Buy Functionality
“Buy New” or “Upgrade” w/ associated messaging
33
In Trial Marketing: Baseline
In Trial Marketing: Before
ITM Baseline: Before and After
New 3 part message:Day 30: Expired: conversion pitch
In Trial Marketing (Mac)
16% lift
16% lift
In Trial Marketing Nurture
19% lift
19% lift
In Trial Marketing: Suites
8% lift8% lift
Talking to Your Doctor: Special Challenges in Pharmaceutical
Advertising
Philip Reynolds – Associate Creative Director, Palio
It’s a highly technical subject
The solution (as always): insight-based advertising
• 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
Avoid “dancing on the beach”
Leverage an emotion-based insight
Differentiate
Be single-minded
Living with the FDA
“Although the words are the same point size, the color and contrast with the background make the word ‘benefits’ much more noticeable than the word ‘disadvantages.’” —The FDA
• Ads cannot be false or misleading• Presentation of product benefits must be balanced with product risks
and the two be of comparable prominence
Pixels and pills: pharma advertising in the digital age
• It’s still about a strong brand idea• Think digitally from the beginning when
concepting
Everyone responds to simplicity
“There is a powerful temptation felt by patients and doctors alike to have a simple answer to complicated problems.”—Dr. Karen Delgado
Any Questions?
Thank You