Join Trish Witkowski for an in-depth discussion in this video The seven key copy drivers, part of Learning Direct Mail Strategy.
…If you're starting a new campaign, it can be difficult to…decide what you want to say and how to say it.…After all, the written word is the most powerful driver of response.…The possibilities are endless and the pressure to be creative and…pull big response numbers can make even a seasoned professional doubt themselves.…Experts in the field of direct mail have identified seven…key copy drivers, or seven different ways to position a sale.…Fear, greed, guilt, anger,…exclusivity, salvation, and flattery.…These seven drivers offer a guideline to follow when…you're beginning the thought process and pulling together an offer.…
Before I share these drivers, I need to give credit where credit's due.…The seven key copy drivers were defined by two direct mail…experts, Swedish entrepreneur Axel Andersson, and…Seattle direct marketing guru, Bob Hacker.…If you want to see real world examples, there's a…great book called Secrets of Emotional Hot-Button Marketing by marketing…expert, Denny Hatch.…The first of the seven copy drivers is fear.…
- Defining the mailing list
- Keeping your mailing list up to date
- Creating the offer
- Formatting strategies
- Using special packaging like varnishes, stamps, and stickers
- Leveraging technology, such as variable data printing
- Adding an Intelligent Mail barcode
- Green mail strategies
- Tracking and measuring results from your direct mail campaign
Skill Level Beginner
Building an Integrated Online Marketing Planwith Matt Bailey3h 7m Intermediate
Learning Print Production (2012)with Claudia McCue4h 27m Beginner
Print Production: Spot Colors and Varnishwith Claudia McCue1h 58m Intermediate
1. The Audience
2. The Message
3. The Format
5. Leveraging Technology with Mail
6. The Environmental Argument
Green mail strategies4m 51s
7. Testing, Tracking, and Measurement
Next steps1m 36s
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