Direct MarketingAssociation

CreativeMaster class

October 3, 2011

Herschell Gordon Lewis

Sorry, you won’t hear them during this diatribe:

• Paradigm• Proactive• Win-win• Game plan• 24/7• Fast track• Customer-centric

• At the end of the day

• Core competency• Think outside the

box• Knowledge-based• On the same page

Trends for the 21st century:

1. Increasing informality2. Increasingly emphatic

persuasion3. Inclusion of validation4. Promise of fast action

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.

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.

A “Daily Deal” has to pay off fast. Look at this one. Click and get…

This. Click on Ft.

Lauderdale and get…

This. Enter email address and get…

This. Click on “Continue” and get…

This, a repeat. Re-enter email address and get…

This, proof that IT people aren’t salespeople. “Subscribe” and get…

This, a “Huh?” that would have anyone deleting. OK, re-enter email and one more click:

It’s a perfect test of patience. Typical reaction: “Goodbye forever.”

Example of recall –Ten minutes after listing, test subjects were asked to recall

these automobile names:

TigerPrestoXecrovtuHolidaySunlight

No surprise…By a huge margin, the one most recalled was:

Xecrovtu

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

If you take nothing else away from this session,

remember this:

Imperativeoutpulls

declarative.

Careful –The amount of

perceived imperative alters

receptivity:

Front of postcard

Combination of “official” notice and threatening tone

“Let’s”leads convivially…

“You should”shows authority…

“You must”can generate resentment…

all for the same directive.

Prospective buyers always will interpret an

unclear statement in a way that’s

most beneficial to themselves.

That is why The Clarity

Commandment is more significant now than ever

before in marketing history.

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.