Direct Response Still Matters07.21.11

Let’s talk about:

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1. Why being direct matters2. Messaging and creative3. Integrating online and off4. User experience exercise time

1. Why Being Direct Matters

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When you ensure the user experience has a direct response aspect, you can almost guarantee that you will:

• Gain new customers• Keep current customers happy• Improve sales• Promote brand awareness 

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1. Why Being Direct Works

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1. Why Being Direct Works

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1. Why Being Direct Works

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1. Why Being Direct Works

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1. Why Being Direct Works

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1. Why Being Direct Works

3,000The amount of ads the person you are trying to reach will see every day.

2. Messaging and Creative

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How did the user get here?

Not just for websites – consider how and when your recipient gets your message. Is it in their mailbox? Did they click a banner? Type a URL?

Knowing the experience is the most important first step.

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2. Messaging and Creative

:03 seconds to trash or not:30 seconds to scan3:00 to read

The Rule of Jethro

To get a response, you must create your promotion so that every person – no matter how intelligent – will know why and how to respond.

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2. Messaging and Creative

WIIFM?

“There’s one more very important thing about this product … the company that stands behind it. You’re a member of the FineCo family, so you already know our philosophy: to provide you with products, services and assistance that truly serve your best interest — to help you get the most out of your money, your opportunities … your life.”

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2. Messaging and Creative

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2. Messaging and Creative

WIIFM?

“Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: ‘Buy this product, and you will get this specific benefit.”

- Rosser Reeves

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2. Messaging and Creative

Simply put, being direct means that your message tells a user (as quickly as possible), what s/he gets and how to get it.

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1. Why Being Direct Works

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2. Messaging and Creative

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2. Messaging and Creative

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2. Messaging and Creative

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2. Messaging and Creative

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2. Messaging and Creative

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2. Messaging and Creative

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2. Messaging and Creative

Set a tone with subtle design

Simple elements help create a feel for the user. Combined with direct content to promote action.

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2. Messaging and Creative

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2. Messaging and Creative

3. Integrating Online and Off

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3. Integrating Online and Off

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3. Integrating Online and Off

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3. Integrating Online and Off

Consider the US Mail

Is your product geo-specific? If so, mail might be good for you. Is your service based online? Then you’re likely to stick with digital efforts, but don’t leave out social media and sponsorship.

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3. Integrating Online and Off

4. User Experience Exercise Time

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4. User Experience Exercise Time

Let’s put pencil to paper and see what you’ve learned. With your Capital Factory team, follow these steps:

• Step 1 – choose one: email, postcard, banner ad • Step 2 – build a landing page• Step 3 – present to groups 

Thank you.

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