The Creative Department’s Bil l of Rights
The First 10 Amendments to theDirect Marketing Constitution
Presented by
Jeff Chase
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Objectives
After today, you’ll be inspired to: Achieve traditional goals in nontraditional ways
Set clients apart with fresh approaches
Improve success with simplicity and creativity
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Historical Perspective
Direct Marketing is grounded in proof and steeped in history. Pervasive beliefs include: If it worked once, it will work again
If it hasn’t worked, it will never work
Less is less, and more is more
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But are those truths actually inalienable?
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The Eternal Feud
Creative people want to birth something new
and original.
Direct Marketing gurus lean toward past
successes.
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Preamble
We the Creative Department, in order to better serve our clients, drive sales, support
the brand, generate a positive ROI and ensure interdepartmental tranquility, do ordain and establish these 10 Amendments to the
Direct Marketing Constitution.
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Amendment 1 Freedom of Originality
Do something that’s never been done.
Package format/size Photography or illustration Interactivity Production techniques Here’s an idea … HAVE AN IDEA
Don’t just stand out … stand for something!
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That’s different
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Nice
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Interesting
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Vivid
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Amendment 2 The Right to Simplify
But that’s not all! Call, email, fax, click, buy, download and vomit today!
Reduce the noise Talk about one thing Keep the layouts clean Make the offer obvious Make it easy to respond Don’t look desperate
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Oops
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That’s better
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Simple
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Amendment 3 The Right to Speak One-to-One
Get as personal as possible, even exclusive.
Use variable printing to create versions Dive deeper than demographics Don’t stop with copy Data is the key
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You can do better
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This is personal
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Amendment 4The Right to Talk Up to Your Audience
Aiming for the lowest common denominator?
Aim for the highest, instead Show them you get it Talk like a friend, colleague or authority Make it easy, but not dumb Respect their intelligence
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Good use of detail
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Know your audience
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Amendment 5 The Right to Treat Business PeopleLike Regular People
Emotional insights can win over a B2B buyer.
There are two sides to every brain Find the emotional hot button Give them ammo to justify
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Zzzzzzzzzz
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Oh, to dream
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It all fits together
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Humor? You bet.
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Try not to look
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Amendment 6 Freedom to Ask for More Money
Sell ROI to justify higher production values.
Dimensional Split mailings Reduce the list Fund as you earn Don’t forget the all-important ROI calculator
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Stand out
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Jump the gatekeeper
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Amendment 7 Freedom of Branding
Is branding a good use of direct mail?
Can you identify your prospects? Is print advertising too broad? Is the sales cycle long and complex? The “P” word? Do you need to establish credibility?
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Interact with the brand
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Hey, did you know?
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Amendment 8 The Right Not to Sell
It’s not always appropriate to say, “Buy now!”
Shows you don’t get it Offer a personal meeting or demo Use the medium to start a relationship Inform today – sell tomorrow
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Great results
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Find out more
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Ah, the invitation
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Try it, then we’ll talk
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Amendment 9 Freedom of Response
When you ask for a response, keep it simple and make it obvious.
One or two options, max Make it pop Easier to track Now … about that BRC
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Yikes
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Amendment 10 Freedom of Postscript
Understand the purpose of the P.S. and find another way to achieve it.
Consider your audience What’s appropriate for the situation? Are there graphic limitations?
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Can’t miss this
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Brighter than a P.S.
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But wait, there’s more!
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Amendment 11 The Right to Reverse Type
Keep these “ities” in mind:
Priority Visibility Quantity Legibility
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Hard to read? How do you get around?
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But you have to be careful.
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When done right, it’s a powerful technique.
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P.S.
Respect the past, but challenge the status quo.
Achieve traditional goals in nontraditional ways
Set clients apart with fresh approaches
Improve success with simplicity and creativity
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Thanks!