Post on 01-Jun-2020
transcript
Creative CopywritingWeek 6
Clare HarrisonChristine Fleming McIsaac
While We Wait – Evaluation
See Materials tab for the link to complete the classEvaluation Form
Agenda• Evaluation• Assignment Review & Questions• Keep Pushing Outside the Box• Landing Pages• Integrated Marketing Case Study (Short, Medium,
Long Messages) • Direct Mail Case Study• Digital Case Study• Summary
AssignmentsTo the Word doc…
Keep Pushing Outside the Box
Image from: http://blog.lib.umn.edu/hutch213/myblog/2012/03/knock-knock-whos-there-banana.html
Burger King Rethinks YouTube Ads
http://www.adweek.com/adfreak/burger-king-creates-pre-roll-ads-share-your-hatred-pre-roll-ads-154309
Landing Pages
Salvatore Vuono / FreeDigitalPhotos.net
Landing Page Components
• A headline and (optional) sub-headline• A brief description of the offer that clearly
emphasizes its value• At least one supporting image• (Optional) supporting elements such as testimonials
or security badges• A simple form to capture visitors' information• Tie headline & CTA together • Promote sharing
Short, Smart Forms
LANDING PAGES GONE WRONG
Landing Page Report Card Grade Received Possible Grade Grader Comments
Landing Page: http://
Your Landing Page Grade 0 100
Does the Page Explain the Offer's Value?
Clearly and succinctly explains the value of the offer 20
Are the Headers Consistent With the Call to Action?
Page header and form header are consistent with call to action 15
Does the Page Include Bullet Points?
Page should include three or more bullet points 10
Does the Page Have a Short Form?
Eight or fewer fields 5
Can you qualify or follow up with lead 5
Is the Content Above the Fold?
Don't need to scroll down to see the landing page content 10
Don't need to scroll down to see the form 10
Does the Page Contain Any Links?
No menu navigation 5
No links on landing page 5
Is There an Image?
Relevant image above the page's fold 5
Does it Pass the Blink Test?
Can you understand the offer in less than five seconds 5
Does the Page Redirect to a Thank You Page?
Thank you page follows the landing page after form completion 5
True or False – You Tell Us
• Your landing page lives or dies by its headline? • Your headline, CTA and form are consistent. • Match your website design when doing your landing page.• It is good to ask visitors to do multiple things or offer multiple
things.• Look and feel (design/font) don’t impact the call to action too much.• It’s ok to give some content on the landing page as long as you
keep the main points & CTA/form above the fold. • I can understand the offer/what’s being asked of me in 5 seconds
or less.
Check Out…
• Brian Clark, Copyblogger Founder, Landing Page Tips http://www.copyblogger.com/landing-pages/
• Roberta Rosenberg’s Landing Page Makeovers http://www.copyblogger.com/landing-page-makeover-28/
• Hubspot Landing Page Makeovers http://blog.hubspot.com/blog/tabid/6307/bid/33968/Before-and-After-3-Real-Life-Landing-Page-Makeovers.aspx
Case Studies
26
30
Case Study: Direct Mail
Sock It To Me! Operation Care Package• Direct Mail • List: 36,955• Purpose: Make Operation Care Package a household
name and raise funding• High cost - $1.89 per package – High risk• Call to action – Sign card, attach to enclosed sock, and
send back to operation Care package to go to the troops.
• Response rate: 10.71% = 3,958 donors
Case Study: Social
Case Study: Digital Campaign
• Established publisher looking to expand its business with a lead nurturing campaign
• Invested in HubSpot to manage email campaigns and generate leads
• Series of 5 emails– Gathers more information with each email– Identifies true opportunities– Promotes products
Email #1: Join Email
Average Open Rate: 26.58%Average Click Through Rate: 7.06%Total Leads: 2,553
Email #2: Digital Kits
Average Open Rate: 66.59%Average Click Through Rate: 43.86%Total Leads: 583
Email #3: Preview Product
Average Click Rate: 51.04%Total Leads: 110
The Takeaways
• Permission• Benefits rule• Craft a strategic value proposition• Why should they care? • Relevant &Unexpected• Integrate across channels • Consistency + Coordinated message = Impact• Less is more• Write. Edit. Write. Edit. Test. Revise. Test. Repeat
Inviting Creative Breakthroughs
• Identify your Big 3…products that require some kind of conceptual breakthrough
• Keep them visually present
Next Steps
• Grade Your Marketing - Care of Hubspothttp://marketing.grader.com/?source=blogging-marketing-grader
• Keep Writing!• Watch for new platforms to emerge and current
ones to evolve – Explore how to market with them. • Check out the full DMA course offering to build
more skills. http://www.the-dma.org/eventcalendar/
• Try our Content Marketing on-demand class. https://thedma.org/marketing-education/marketing-courses/content-marketing/
Evaluation
We value your input. Please provide your feedback!
(DMA will send link.)
THANK YOU!