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Creative Master class

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Direct Marketing Association Creative Master class October 3, 2011 Herschell Gordon Lewis
 
Sorry, you won’t hear them during this diatribe: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Trends for the 21 st century: ,[object Object],[object Object],[object Object],[object Object]
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: Tiger Presto Xecrovtu Holiday Sunlight
No surprise… By a huge margin, the one most recalled was: Xecrovtu
Adjustments in marketing for “difficult times” : ,[object Object],[object Object],[object Object],[object Object],[object Object]
If you take nothing else away from this session, remember this: Imperative outpulls 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.

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Creative Master class

  • 1.  
  • 2. Direct Marketing Association Creative Master class October 3, 2011 Herschell Gordon Lewis
  • 3.  
  • 4.
  • 5.
  • 6. 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.
  • 7. 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 .
  • 8. A “Daily Deal” has to pay off fast. Look at this one. Click and get…
  • 9. This. Click on Ft. Lauderdale and get…
  • 10. This. Enter email address and get…
  • 11. This. Click on “Continue” and get…
  • 12. This, a repeat. Re-enter email address and get…
  • 13. This, proof that IT people aren’t salespeople. “Subscribe” and get…
  • 14. This, a “Huh?” that would have anyone deleting. OK, re-enter email and one more click:
  • 15. It’s a perfect test of patience. Typical reaction: “Goodbye forever.”
  • 16. Example of recall – Ten minutes after listing, test subjects were asked to recall these automobile names: Tiger Presto Xecrovtu Holiday Sunlight
  • 17. No surprise… By a huge margin, the one most recalled was: Xecrovtu
  • 18.
  • 19. If you take nothing else away from this session, remember this: Imperative outpulls declarative.
  • 20. Careful – The amount of perceived imperative alters receptivity:
  • 22. Combination of “official” notice and threatening tone
  • 23. “ Let’s” leads convivially… “You should” shows authority… “You must” can generate resentment… all for the same directive.
  • 24. Prospective buyers always will interpret an unclear statement in a way that’s most beneficial to themselves.
  • 25. That is why The Clarity Commandment is more significant now than ever before in marketing history.
  • 26. 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.