k.i.s.s. - keys to copy & content that generate results

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