Direct Creative Blog » Miscellaneous

Are you a word nerd? Take the test.

Dean Rieck — Tue, 15 Jun 2010 10:00:11 +0000

While skimming a recent issue of Advertising Age, I ran across an article called If you’re creating ads, odds are you’re talking to yourself.

And it presents yet more evidence that ad writers and other advertising professionals are disconnected from the people they’re creating ads for.

I’ve been discussing this since 1997 when I wrote about how ad writers don’t relate to ads in the same way as ordinary people.

The Ad Age article talks about research on behavior-based segmentation performed by Xyte Technologies. They tested people in marketing and advertising (including people in creative, media, and research) and found that they’re “word nerds.” They like playing with words and rely on intuition (rather than data) to craft message.

Trouble is, only 18.5% of the general population fall into that category. Ads that appeal to word nerds don’t do so well with the other 81.5% of the population, most of whom are highly practical people and respond to tangible benefits.

I’m not the least bit shocked by this. Whether the details of this research are accurate or not, it certainly reconfirms my notion that a lot of people in the marketing and advertising world are creating messages that appeal to themselves rather than real-world buyers.

Are you a word nerd? Take this test and find out.

Here are 5 questions from the test. Read and choose A or B for each question.

Question 1:

(A) Are you comfortable with emotional people and easily empathize with them?
OR
(B) Do emotional people make you uncomfortable and have difficulty empathizing with them?

Question 2:

(A) Do you tend to use feeling words to describe things that you like?
OR
(B) Do you use a rational/logical approach to making decisions?

Question 3:

(A) Do people seek you out for warmth and nurturing?
OR
(B) Are you more comfortable with things or objects than people’s feelings?

Question 4:

(A) Do you feel it is more important to be tactful than truthful?
OR
(B) Do you consider it more important to be truthful than tactful?

Question 5:

(A) Do you enjoy the power of words by writing and speaking?
OR
(B) Do you enjoy using your hands to make, assemble or fix things?

Results: According to this study, if you chose A at least 3 out of 5 times, odds are you are a word nerd.

For the record, while I agree that a lot of ad writers don’t know how to write ads people can relate to, I don’t put much faith in the specifics of such tests. I think the way to tell if you’re an effective ad writer is to look at the sales reports.

But then, people in the ad world are always trying to find inferential data rather than data from actual results. Maybe it’s because the people doing the research are word nerds too, and they’re just as disconnected as the people they’re studying.

Interestingly, I am not a word nerd according to this test. How about you?

Soup, sand, and rancid cheese: The craziest direct mail test in history

How to sell products with direct mail inserts

Dean Rieck — Tue, 25 May 2010 17:21:15 +0000

There’s a certain pecking order in the world of direct mail projects.

At the top are bulky magalogs and thick direct mail envelope packages with all the bells and whistles.

At the bottom are the lowly workhorses, such as postcards and inserts.

The direct mail insert shown here in the photo comes from a box of plants I ordered from Spring Hill Nursery.

Technically, it’s called a fulfillment insert, meaning it’s an advertisement inserted into the package you receive when you order something by mail.

It’s not the sort of thing anyone wins awards for. In fact, some copywriters and designers look down their nose at humble inserts like this. For them, it’s sort of like the hillbilly member of the family you never talk about and hope won’t show up at weddings or funerals to embarrass you.

That attitude is unfortunate, because direct mail inserts can generate tons of extra income for both advertisers and the companies that offer to include the inserts in their mail or packaging.

Direct mail inserts (specifically fulfillment inserts) give you three big advantages:

1) People are more likely to buy something just after they’ve bought something else.

2) The marketing message can be delivered less expensively than with a solo mailing.

3) You can target your message to proven buyers of highly specific types of products.

The elements of an effective direct mail insert

Let’s take a quick look at what goes into creating a direct mail insert. Click here to open a pdf of the full insert.

This particular insert aims to generate inquiries for a compost tumbler, which is a simple device gardeners use to create fertilizer, or “brown gold,” from grass clippings, leaves, kitchen garbage, and other waste.

If you’re not into gardening, you’ll just have to trust me that free fertilizer is a powerful selling point.

As you can see, the insert resembles a small self-mailer. It’s similar to take-ones you see in grocery stores. It’s printed on a small sheet, folded, and includes a perforated reply card.

The insert focuses on one product and one offer. In this case, the offer is free information about the product and how to buy it. Lead generation or inquiry offers like this tend to work better for inserts since less selling is involved than if you had to make people part with their money immediately.

The more something costs, the more copy you need to make the sale. So lead and inquiry generation work better with smaller formats such as inserts.

As for copy and design, the elements should be familiar.

A strong headline, lots of copy, photos showing the product in action, features and benefits, testimonials (in this case just one), and a guarantee. The primary call to action is to mail the reply card, though options include phone and website.

The insert also includes a “one-two-three” panel which shows how easy the product is to use and proves the promise of creating compost in just 14 days. Most backyard gardeners want things to be easy, so this adds a nice touch.

There’s nothing mysterious or difficult about direct mail inserts. As always, you just have to remember how prospects receive and interact with the piece. A fulfillment insert arrives with a product you ordered, often along with other inserts, packing slip, invoice, and additional items.

Your copy and design must be clear and straightforward to momentarily pull someone’s attention from the nifty product they’ve just received.

Let me know about your experience with direct mail inserts or your thoughts about how to make them work.

How to explain what you do for a living

Dean Rieck — Tue, 09 Feb 2010 13:00:47 +0000

When I go to parties, people always ask what I do for a living. When I tell them “direct marketing,” they nod, but I know they’re clueless.

People don’t really know the difference between the various flavors of advertising and marketing. And book definitions don’t help. So I’ve adopted a more pragmatic way of explaining my line of work and how it differs from other specialties.

Feel free to steal this and use it for yourself. I did.

You’re at a party and see a beautiful woman. You walk up to her and say, “I’m great in bed.” That’s Direct Marketing.

You’re at a party and see a beautiful woman. You ask your friend to walk up to her and say, “See that guy over there? He’s great in bed.” That’s Advertising

You’re at a party and see a beautiful woman. You get her phone number from someone. The next day you call and say, “I’m great in bed.” That’s Telemarketing.

You’re at a party and see a beautiful woman. You comb your hair, straighten your tie, then ask if she’d like drink. You chat and joke with her throughout the evening, offer her a ride home, walk her to her door, then say, “By the way, I’m great in bed.” That’s Public Relations.

You’re at a party and see a beautiful woman. She walks up to you and says, “I know you. You’re the one who’s great in bed.” That’s Brand Recognition.

No related posts.

The 25 most popular articles of 2009

Dean Rieck — Tue, 29 Dec 2009 06:00:04 +0000

Is it the end of the year already? Seems like it was Spring, then I blinked, and now the year is nearly over.

It’s always interesting and instructive to look back over a year’s worth of blog data to see what people are reading. This year, the most popular article by far was the one on website eye tracking. I’m not sure if it was the content of the article or that big blue eye photo that caught people’s attention.

The most controversial proved to be the post on the Dunning-Druger Effect, which sparked some debate about whether it’s real or I’m just an arrogant ass.

So here, in order, are the 25 most popular articles of 2009 based on Google statistics. They were not all posted this year, but they all attracted a great deal of interest.

No related posts.

Tweets and blogs and stuff

Dean Rieck — Tue, 01 Dec 2009 06:00:41 +0000

Things have been busy here at Direct Creative recently.

Not only am I getting swamped with work, I’ve been doing a few things to give you more ways to follow the tips I provide, connect with me, and learn about how to write good copy. I’m also looking for a few good copywriters.

So in no particular order, here they are:

Pro Copy Tips blog – If you haven’t visited yet, drop everything and go there now. The new blog is dedicated exclusively to copywriting and freelancing for “smart” copywriters. Here are some recent posts:

31 sales letter openers to kick start your sales pitch
Double your reading speed with this odd little trick
Blab and blather your way to great copywriting ideas
7 ways to drive a copywriter stark raving mad
Secret Google search hacks and tools for copywriters

I’m also in the middle of a series of articles on how to create a website to generate business for freelance copywriting.

Copywriter Information Center – This is where you can find a ton of information on what a copywriter does, what work is available, courses you can take, and a handful of articles on the basics of copywriting.

Twitter – Yes, I’m now on Twitter. I resisted it as long as I could. I’m feeding posts to Twitter from this blog and Pro Copy Tips and will be tweeting other info from time to time on business and some other interests I have in my personal life.

LinkedIn – I’m fairly new to this as well, but I find it’s useful for keeping up with colleagues. This is business only. Come on over and join my network.

Copywriters Wanted – I have a variety of projects I need help with and have decided to create a small stable of writers with various specialties. If you’re interested in working with me, contact me. Please, I beg you, have mercy and do NOT call, do NOT send me all your samples, and do NOT start stalking me. Just contact me online and tell me a little about yourself. Give me a link to your website. I’ll take it from there.

That’s it for now. Thanks for being a loyal reader. And don’t be shy about leaving comments now and then. You know you want to.

Copywriter Information Center now live!

Snap Pack Facts: part deux

Dean Rieck — Tue, 13 Oct 2009 05:00:46 +0000

Back in March, I posted an interesting interview with Ted Grigg about snap packs, the red-headed step child of direct mail.

Like so many things in direct mail, snap packs work far better than they look, in part because they look personal and important rather than flashy.

If you haven’t read that interview, read it now. Then watch this video from Ballantine Blog showing two types of modern snap packs.

I love the Ballantine Blog videos. Yes, they’re meant to promote printing services, but they’re highly educational for anyone interested in direct mail.

And you should be interested in direct mail. For those of you who think direct mail is going away and everything will be online in about 5 minutes, heed my warning: Direct mail will be with us for many, many years. It works like gangbusters and you ignore it at your peril.

You can see what I have to say about the death of direct mail at DM News.

No related posts.

What if a corporation created the STOP sign?

Dean Rieck — Tue, 11 Aug 2009 13:26:33 +0000

I have often remarked that the stop sign is a lesson in simple, direct copywriting and design.

But what if the creation of the stop sign were directed by a corporate marketing department?

The 25 most popular articles of 2009

Interview reveals my mysterious past

Dean Rieck — Tue, 03 Jun 2008 13:06:52 +0000

Curious about my sordid past? Want to know some of my secret thoughts about freelancing and the copywriting business?

Well, this is your lucky day. I often do interviews with people who are curious about such things and one of them just appeared over at The Web Shop’s Best Practices Blog.

People find it curious that I started out in the weird and wonderful world of television before finding my way (with many twists and turns) into the world of direct mail and direct marketing. But it’s true.

I was a television producer (which sounds more glamorous than it is). My job was to promote syndicated shows on NBC, including The Muppet Show, Dukes of Hazzard, and Laverne & Shirley. Yep, those were real shows, for those of you too young to remember.

I gained some notoriety for driving around in an authentic replica of the “General Lee,” an orange 1969 Dodge Charger, to promote the Dukes of Hazzard. A fellow employee and I whooped and hollered and generally made asses of ourselves, but achieved our objective of getting attention for the show. It was an early lesson in how not to be subtle if you want to achieve an objective.

Other tidbits, if you’re at all curious:

I was the original “Snow Bird,” a 6-foot penguin mascot that promoted the weather segment of news broadcasts in the Ohio Valley. Even in the winter, the suit was so hot, a battery-operated fan had to be mounted inside the head to keep me from passing out. I made good money with that gig.

I also gained fame as the “Fish Guy,” yet another odd mascot, this time a dancing fish with a vaudevillian past who appeared in TV commercials for a restaurant. The joke? I have never been able to dance.

I’ll also admit to developing a reputation as the “screamer,” one of those announcers who can plow through more than a minute of copy in a 30-second TV or radio spot hawking mattress sales, car shows, and other events.

I’ve sold pipe and paint, taught English to foreign students, ghostwritten (or edited) 22 middle school textbooks, won a respectable number of medals in Olympic-style pistol tournaments, earned a living for a while as a drummer in a top-40 band, and produced some of the commercials you see every night about sponsoring poor children overseas. And I’m the proud sponsor of two of those children.

There. Now you know more about me than many of my neighbors. Aren’t you appalled?

No related posts.

Yogi Berra: Master Copywriter?

Dean Rieck — Tue, 29 Apr 2008 01:07:03 +0000

A while back, I published this article on Copyblogger. It turned out to be quite popular. So in case you missed it there, I’ll rerun it here.

Lawrence Peter “Yogi” Berra is a fifteen-time All Star and three-time MVP. He played in 14 World Series games. But what is he famous for? Mixed up quotes.

Someone once asked him what he would do if he found a million dollars. Yogi said, “I’d find the fellow who lost it, and, if he was poor, I’d return it.” When discussing a Steve McQueen movie, Yogi observed, “He must have made that before he died.” Commenting on a pair of gloves, he said, “The only reason I need these gloves is ’cause of my hands.”

On the surface, Yogi seems confused. But perhaps he is trying to convey a deeper meaning for those who care to consider his words carefully. In fact, I think Yogi can teach us about the art of sell copy, the sort of copywriting intended to persuade and motivate.

Let’s listen to what he has to say, and I’ll translate his “yogisms” into clear English.

Yogi: “This is like deja vu all over again.”
Translation: Study proven selling techniques. Every generation of writers thinks they are discovering selling for the first time. Many online writers think writing and selling began with the Web. But selling is based on human psychology and has been going on for thousands of years. If you want to learn how to sell today, study the sales techniques of yesterday. To get started, read Tested Advertising Methods by John Caples and Scientific Advertising by Claude Hopkins.

Yogi: “If you don’t know where you are going, you will wind up somewhere else.”
Translation: Start with a goal. After all, how can you get someplace if you don’t know where you want to go? Your goal must be specific and measurable: 5,000 subscribers, 135 sales, 750 site hits per day, whatever. This tells you where you’re going and gives you a way to know when you’ve arrived.

Yogi: “Ninety percent of the game is half mental.”
Translation: Think before you act. You can easily spend half your time on strategy because it determines ninety percent of your results. Before writing headlines or body copy, collect your facts and study them. Who is your audience? What do they want? What are they willing to pay? What are their fears and desires? What else have they purchased? I’ve created a marketing questionnaire (http://www.directcreative.com/universal-advertising-and-marketing-questionnaire.html) to collect the facts I need for my direct marketing projects. You can use my questionnaire as a starting point or create your own.

Yogi: “You can’t think and hit at the same time.”
Translation: Don’t create and evaluate ideas simultaneously. Idea generation is a right brain activity. Evaluation is a left brain activity. One short circuits the other. Write lots of headlines and copy ideas first. Later, evaluate and choose the best. Separating these two activities produces better results and often saves time. For tips effective brainstorming, see my 6-part series on creativity in direct marketing (http://www.directcreative.com/marketing-resources.html)

Yogi: “I wish I had an answer to that because I’m tired of answering that question.”
Translation: Provide plenty of solid information. People can distinguish between BS and good information. So don’t shovel a pile of one to cover up for a lack of the other. Have something to say. Say it clearly. Answer all questions. Be specific. In general, long copy outsells short copy. That’s because unanswered questions raise doubts. And doubts kill sales.

Yogi: “If you can’t imitate him, don’t copy him.”
Translation: Don’t swipe copy. When you’re not sure how to write something, the temptation will be to copy someone else. This can range from light borrowing to outright plagiarism. Learning and applying what successful copywriters do is fine. But if you don’t know what you’re doing, you won’t solve any problems with theft. Good copywriters are good because of hard work and experience, not theft.

Yogi: “A nickel ain’t worth a dime anymore.”
Translation: Build value before talking price. People don’t think about money logically. It’s all about “perceived value.” If I tell you an e-book will cost you $79, it sounds expensive. But if I tell you an e-book is a collection of information that has sold separately for over $5,000 or that the information is the result of 10 years of research, that $79 price tag suddenly sounds pretty good doesn’t it?

Yogi: “Why buy good luggage? You only use it when you travel.”
Translation: Don’t get distracted by design. Good design is important of course, but you don’t need “pretty” design. Highly artistic design discourages interaction with strong copy. High-end design is like expensive Christmas wrap that no one wants to tear open. In the direct marketing business we say, “ugly sells.”

Yogi: “It ain’t over till it’s over.”
Translation: Test, test, test. Results are the only facts that matter. You can guess and estimate and reason and predict, but you really don’t know anything until you run a measurable test. Everyone has an opinion about writing, but testing answers all questions and ends all debates.

Yogi: “You can observe a lot by watching.”
Translation: Study your stats. Copywriting isn’t really about writing. It’s about achieving a result: driving more Web traffic, signing up more subscribers, selling a product, promoting your services. Success is measured in numbers. Look at your Web stats, your subscriber trends, your sales, your service inquires, and other sources of data.

Yogi: “We’re lost but we’re making good time.”
Translation: Activity is not the same as progress. All your writing and selling and testing should teach you something. By learning what works and what doesn’t, you empower yourself to make adjustments and improve results. If you don’t learn, you’re simply driving around in circles.

Of course, Yogi also said, “I really didn’t say everything I said.” Maybe. But who cares? Coming from anyone else, quotes like “Pair up in threes” or “I usually take a two-hour nap from one to four,” would seem stupid. Coming from Yogi, it’s sheer genius.

No related posts.

Is it hypocritical for a professional copywriter to hate the commercialism of Christmas?

Dean Rieck — Fri, 11 Jan 2008 13:04:15 +0000

The holidays are over. And I have to admit that I’m glad.

That sounds so incredibly cynical. But there it is.

I’m a professional copywriter. I’ve helped over 200 businesses sell all manner of products and services: books, magazine subscriptions, insurance, credit cards, software, sex education videos, corporate training materials, Internet services, computers, newsletters, high-end fashion, mailing lists, nutritional supplements, sports equipment, and on and on.

In other words I sell stuff. Lots of stuff. Yet, I dislike buying stuff. I loath shopping. And when Christmas rolls around, I feel oppressed by the incessant push to buy, buy, buy.

There are things I love about Christmas, though, particularly doing good things for others. At my wife’s workplace, the corporation has a “giving tree” where tags are hung bearing the names and wishes of poor local children.

Employees take the tags and buy gifts for the children. Most people take one tag. My wife waits a few days, then strips the tree of all remaining tags.

We then choose a store or two and begin filling shopping carts with clothing, toys, and games. And I enjoy it. Why? Because I know I’m doing something worthwhile. Because I know the gifts will make the kids happy. Mostly, because it’s my choice to buy the gifts.

Now if someone told me I “must” buy those gifts, I wouldn’t enjoy it at all. And I think that’s my problem with all the other Christmas gifts I buy. I feel I “must” buy them. The season demands it. It’s the culmination of a year of holidays and birthdays where cards and gifts seem mandatory.

But is a gift you are forced to buy really a gift? What would my family think if I took all the money I spent on gifts for them and bought more gifts for needy children? Could I convince my wife to try it? I floated the idea to her, but it didn’t go over very well.

My wife is incredibly generous. But she loves to shop for family, even if none of them really need anything.

So am I a hypocrite for loathing holiday commercialism? Do you feel this way sometimes?