Presented by Lindsey Fair

Attrraction

Bait the hook

Emotional

Call to Action

Conversion

Informational

Benefits vs Features

Call to Action

DISTRUBTION

flyers publications mailpoint-of-

purchase

ROI of a direct poster campaign is $1 : $8 (DMA)

Used for new customer acquisition / prospects only, not for house lists.

Typical response rate = 0.05%

High response rate = 1.5%

Low response rate = 0.009%

ROI of a direct publications ad campaign is $1 : $10 (DMA)

Used for primarily for new customer acquisition.

Typical Response Rates:Newspaper : 0.5%Magazine: 0.17%(Brains on Fire)*Based on non-house list only. If mag / news is an internal com piece then rates double+.

TIPSYOU FOCUSHEADLINES / BODY COPYCOLORFUL VOCABULARYBENEFITS VS. FEATURESNARRATIVE

message

GOAL OF MESSAGETHE GOAL OF EVERY WORD YOU WRITE: RESPONSEWHAT AM I SELLING? TO WHOM? WHAT DO I WANT THEM TO DO???

message

THE HEADLINE

message

THE BODY

message

the AIDA principle

stripper

benefits

emotional

logical

moral

empathy

competition

question

CONCENTRATIONSmall space w/ single large element

will get more attention.

COHESIONHeadline, picture, caption, body,

offer, terms should lead to each

other rather than to the outside of

the ad

CONTRASTMust stand out but with balance

CONVECTIONUX flow

• 35-45 character columns

• drop capitals to start body

• use captions

• use subheadings

• direct to offer at every

opportunity