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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.
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