copywriting iii week 2
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Copywriting III
Direct marketing
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Course outline and objectives
Strategy Direct Mail Web copy Public relations
You are here
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Marketing tactics
CRM
Landing pages
Direct marketing
Search engine advertising
Public relations
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You are here
Lead nurturingLead nurturing
Generate leadsGenerate leads
Social + business Intel
Social + business Intel
Lead distributionLead distribution
Marketing automationMarketing
automation
Lead qualification
Lead qualification
Lead FlowLead Flow
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Integration of marketing, advertising and pr
“The consumer owns the brand”
So stop sending mixed messages
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Consumer
Defining the needs of the user (targeting)
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The Right Audience
• Mailing lists• Current customers• Leads
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Be a profiler
• Demographics• Psychographics• Feedback• Aspirations
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Imagine the world through their eyes
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Completing the audience profile
• Imagine the world through the audience’s eyes
• Understand their priorities• How might they react to the message?
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How do you speak to the people in your life?
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Creative angles for DM
• Before and after from miserable to joyous• Wit• FUD Fear, uncertainty and doubt• Knock the competition not overt• Intrigue what’s the secret• Provoke • Gimmicks teasers, special folds
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The Right Offer
• Lead with price right?• How about some content?• Integrated campaign
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The Right Creative
• Be clear• Web – again with the integrated campaign• Make it easy
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Advantages of DM
• Targeted, personal and still relatively inexpensive
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Why do we still use it?
• Generate leads • Warm up prospects
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Possible variations
• Handwritten or printed?• Envelope colour?• Teaser copy or not?• Large envelope? Standard size?• Postcard? Letter?
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It’s all in the Headline
• Be relevant• Include an offer relating to UVP
“New cure discovered for arthritis sufferers. 90% in trial got relief.”
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Take the right steps
• Problem statement• Imagine• Solve the problem through F+B• Address objections• Make the offer• CTA• PS
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Best practices
• Not standalone pieces• Couple with email, publicity, sales• Remember, don’t sell - tell
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Case study: Amnesty International
Target audience:• Well-read• Interested in current affairs
Tone of voice:• Humanity• Ordinary people standing up to injustice• True to concept
Shelf life• Not issue-specific
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There’s a man in Algeriawho tortures people. It’s his job and he’s good at it;he uses a variety of tools,including broken glass anda blow torch.
An Iranian official is paidto kill people, including children. He’s been known to hang them in publicstreets.
All these people are real.They are all going about their business as you readthis leaflet. They all wantto carry on undisturbed.
So they all share onehope: that you will not joinAmnesty International.
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Brook Brothers
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Targeted and Direct
Remember – there is a limited time offer
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Targeted and Direct
There’s a disconnect – where’s the offer?
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Let’s check out the B2B version
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But why can’t I see it?
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Wrap up
So just how social is DM?
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Wrap up
So just how social is DM?
It’s about inclusion and about being personal