creative masterclass: from mail to social media
TRANSCRIPT
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CREATIVE MASTERCLASS
October 15
Herschell Gordon Lewis
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Exploit the21st century difference:
1. Increasing informality2. Increasingly emphatic
persuasion3. Inclusion of validation4. Promise of fast action
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The Internet is primarily responsible for all four trends. They apply to both e-mail and Website copy and have bled
over to all media.NOTE: The dynamics of e-mail
and Web site differ because email arrives unannounced and
Website copy usually is the result of a search mechanism.
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The edge direct has over other mass media is the
edge action has over branding.
That means:Recall is a weak substitute for a
transactional response.
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Example of recall –Ten minutes after listing, test subjects were asked to recall
these possible automobile names:
TigerPrestoXecrovtuHolidaySunlight
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No surprise…By a huge margin, the one most recalled was:
Xecrovtu
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Adjustments in marketing for “difficult
times” :1. Acknowledge tough times2. Emphasize sincerity and
rapport3. Wallow in statesmanship –
“You don’t have to give up your lifestyle.”
4. Specify apparent proof 5. Imperative, not declarative
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If you take nothing else away from this session,
remember this:
Imperativeoutpulls
declarative.
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Careful –The amount of
perceived imperative alters
receptivity:
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Combination of “official” notice and threatening tone
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You get this
email and click here:
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Click again and get this:
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What are the pros and cons
of this
?
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How do you transmitan imperative?
“Let’s”leads convivially…
“You should”shows authority…
“You must”can generate resentment…
all for the same directive.
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SUGGESTION:Instead of
You must…use
You have to…(Why?)
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Are you specifying(not just suggesting) a recognizable comparative
benefit in:√ health√ wealth√ social position
or√ professional position
?
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Prospective buyers always will interpret an
unclear statement in a way that’s
most beneficial to themselves.
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That is why The Clarity
Commandment is more significant now than ever
before in marketing history.
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The Clarity Commandment:
When you choose words and phrases for
force-communication, clarity is paramount.
Don’t let any other component of the
communications mix interfere with it.
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A simple litmus test:If the typical reader or
online message-recipient can’t determine what
you’re pitching… within ten seconds… you’ve violated The
Clarity Commandment.
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What might the Rotary Club have said in a half-page ad in its magazine that would add clarity and response?
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Ad for an accounting company, aimed at
non-profits.Is this the optimal
headline?
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One pulled almost 20% better than the other. Which one? And why?
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Another. Which one pulled better? Is it a pure test? (If not, why not?)
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What makes thisan
effectivemessage
?
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An uncomfortable, useless,
but too-common development as
marketers become more and more desperate for
attention:
The “Huh?” Factor
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Huh?
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(Full page ad) In ten
seconds: What is
it?
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(Full page ad)In ten
seconds: What is
it?
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Would you hire
the writer and art director
who “created”
thisb-to-b ad?
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IBM ad in
Business Week –
a classic“Huh?”
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Suppose you read the
heading and the first
sentence of text. What would you conclude
this company
does?
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(Ad in Business
Week)OK, what do they
do?
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Huh? This envelope held nothing but paper, so the instruction must have been aimed at me
personally. I’ll show ‘em.
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Why is it that so
many ads in
marketing media are aimed at people in
the marketer’s office, not at possible business targets?
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Is there a reason for misspellings?
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When your target’s first reaction is “Huh?” you should know
your message is less than
professional.
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Repeat: When your
target’s first reaction is “Huh?” you should know
your message is less than
professional.
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Repeat: When your
target’s first reaction is “Huh?” you should know
your message is less than
professional.
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Who decided to match the
picture with the
text?(What
might you have used?
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OK,what
isshe
selling?
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This might have been your 137th guess.
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A message aimed at a mobile audience demands
three elements or it loses:
1. absolute clarity2. ease of response
3. undeniable relevanceWANT TO LOSE?
OMIT ONE OF THOSE.
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What a deal: Call China for
about $12.00.
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Can you believe
this ancient
scam still exists?
(Sent as a fax)
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Ugh.Sixty years out of date.
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John Caples (or at least, his masterpiece) lives.
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The original, written in 1926…still much imitated today:•They grinned when the waiter spoke to me in French•They laughed when I told them how I beat stress•They laughed when I said I’d lose weightHundreds of others
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Paralleling:Associating a familiar story or an episode or an equivalence
with your offer:“Just as
[that]makes [or made] sense,
[this]makes sense [for you now].”
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An attempted parallel in Entrepreu
r magazine.
Does it succeed in generating
general interest?
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The word- parallel
emphasizesthe point
His good fortune… is your good
FORTUNE!
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Too much advertising mis-uses…
“TheGenieWish”
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The Genie Wish:Stating a wished circumstance the
reader could misinterpret to his/her
advantage…and your disadvantage.
Example:
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Example:
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You write:
What is the one thing you want
most?
That’s a mis-used“Genie Wish” headline.
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“What is the one thing you want most?”
opens the door to disappointment. Instead:
“Is this the one thing you want most?”
Still not optimal. The professional would avoid
“The Genie Wish”:“Mystery solved.”
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The telling difference between semi-effective
copy and effective copy:
Specifics outpull generalizations.
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This marketer knows:Find a
specific benefit for yourself
and ride it hard.
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Opinion,please:In what ways is this too much? In what ways too
little?
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Choice of words:
•You will be among the first to…
•You will be one of the first to…
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Why isamong
a weakener?
Psychologically, it automatically kills
exclusivity.
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Choice of words:
•You will learn how to…•You will discover how to…Suggestion:Eliminate learn and earn from your selling vocabulary
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Why are learn and earn weakeners?
Because they suggest the sender of the message is superior to the recipient.
Keep the recipient in apparent command.
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Two points here:
1) The word “Learn” adds nothing and may even
reduce response.
2) Specifics outpull
generalities (note last bullet).
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Avoid these words in force-communication
messages:
• quality• service• value• needs (as noun)
• “Remember,”• What’s more• …means business
•When it comes to…
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YOUR hand is on the trigger.
Don’t fire blanks.
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Did they need a professional copywriter for this heading?
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Thee-mail
catechism
(Follow these five steps religiously and you’ll be
hypercompetitive.)
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The rule is easy.The rule is obvious:
1.Make aclear offer.
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Top line comes on first. Then rest of image. Click on “Play Video” and…
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Solid offer holds while video plays: Goes directly for order.
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Always … ALWAYS…
send yourself a sample message, to be sure recipients are getting what
you’re transmitting.
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The rule is easy.The rule is obvious:
2. Make your offer fast.
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The all-text (right) pulled three times as many responses. Any guess why?
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What is
wrong with this – just the first
bits of 1417 words
?
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This is how it ends…
diarrhea of the finger-tips.
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The rule is easy.The rule is obvious:
3. Make your offer timely.
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The rule is easy.The rule is obvious:
4. Make your offer unique to
you.
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The rule is easy.The rule is obvious:
5. Make your offer relevant to
the recipient.
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Evolution of e-mail: Buddy-to-buddy
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In e-mail, time is NOT on your side.
Grab the target.Shake the target.
Right now.
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Email is the only medium in which the approach
“It’s important to meso it’s important to you”
is a valid marketing ploy…but only if properly used.
Why?Because email is the ultimate one-to-one, arm-around-the-shoulder medium. Rapport is the key to response and to
fewer opt-outs.
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Soin an email message,
“I”is infinitely superior
to
“We.”
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The Web is price-driven.We can predict wildness:The addition of daily deal vouchers and aggregators
to the marketing mix already affects the future
plans of social media.
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WARNING:Your first-time
Web visitorhas the
attention-spanof a gnat.
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Logic suggests testing:
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WARNING:Responders disappear at
checkout.Study conducted by Kefta Inc., San Francisco technology and service provider: Between half and 90% of orders placed in a shopping cart are abandoned
before checkout.
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How about“social media”
?Are they…
or will they be…major marketing
factors?
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Pro:1. Social media are
one-to-one.2. Customers
become direct
salespeople.
Con:1.Marketer
loses control.2.Phony
pitch becomes obvious.
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Do you see the marketing point this satire makes?
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E-mail and social similarities and differences
E-MAIL•“This is for you.”•Demands fast action.•Supposedly unique discount.•One-way communication.•Generally targeted.•“We love you.”•“I know who you are.”
SOCIAL•“Hi, there.”•Reward for reply.•Incentive matches the vendor.•Two-way communication.•Hyper-targeted.•“Prove you love me.”•“I know who you are.”
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If you plan to use Facebook or MySpace or Twitter or Pinterest as a
marketing tool…please, please, please:
Test.(Best test: as both vendor
and as potential consumer.)
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What is the significance of this, at online checkout?
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This was as of July…blink and it will change again
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Suggestion:Use Twitter for lead
generation, not for actual offers…
and have super-clear materials as quick follow-
ups.
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From “Net Applications”
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Sequence: clutter … chaos … skepticism … rejection?
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Example of the two-
edgedsocial media sword
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Don’t know either one. Philosophically and psychologically, ultimate results of
this kind of message?
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“Social” are new media.The rules are still
forming. Always analyze your results, and you’ll
generate a constant flow of rules you can use…
profitably.
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A dozen implicitly weak words and phrases:
• administration• approximately• define• earn• facilitate• features
• formulate• indeed• needs (as noun)• product• respond• work
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A dozen words and phrases with power
• free• free gift• limited time• right now• surprise• hot
• not sold in stores• first time offered• good only until [DATE]• Don’t miss out• I’ll look for your order• Try it at our risk
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Questions????????????????????????????????????????????????????????????????????????????????????????????????????????
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