DMA 2013 Devils in the Detail

8/12/2019 DMA 2013 Devils in the Detail

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The Devils in the DetailLooking for an advantage

in your Creative

October 14, 2013

Herschell Gordon Lewis

Carol Worthington-Levy


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Are you firingblanks?

WordsAre our

Weapons.


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Avoid these words in force-

communication messages:

quality

service

value

needs (asnoun)

Remember,

Whats more Your partner

in When itcomes to

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Please, please:

Never again write blah

phrases such as

Act now. See your Toyota dealer

today. Southwest Airlines

means business.5


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What is the difference

between

3and

three?6


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Word use:

Replace with

must have to

among one of

utilize useperhaps maybe

buy acquire

purchase ownspend allocate

receive get 7


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Can you

see how

the phraseyou are

among

damages

the image

of

exclusivity

?

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What is a more emotional

word or phrase than:

commence utilize

omit

receive we would like to

large

you incur no risk circular

donate

purchase fortunate

requested

I writeconcerning

we shall

error perhaps

however

humorous 9


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What is the difference

between:

autumn andfall

at last and finally

sexy and sensual

nude and naked

made and

manufactured

manufactured byandbuilt by

right now andat once

reply andrespond

insincere andnot

sincere

eager andanxious

audience andviewers

died andpassed away

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Consider replacing

chance

availabilityplan (as a noun)

prospectpossibility

likelihood

with

opportunity

WHY?11


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Suppose you prefer

Acceptance Certificateinstead of

Acceptance Form

WHAT SHOULD YOU

CONSIDER BEFORE

MAKING A CHANGE?

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Unsolicited email: Note the mismatch

between DEALS and APPLY NOW.Click:

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What is that word Application

doing there? Youcontacted me.

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A classic example of what not

to do. Goodbye.

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A simple and easy-to-implement

rule for unsolicited email:Grab

and shakethe reader,

fast anddynamically.

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Does this email grab and shake

the reader, fast and dynamically?

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You dont have to be a bourbon drinker to see

problems with this copy. Suggestions?

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Too little

copyand too

much

copy.

Do you see

examplesof each?

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If this

marketer

had askedyou to

create a

competingemail,

what

would youhave

suggested

? 21


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What

would youhave said

instead of

LearnMore

as a click-

through?

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Why should you avoid the word

LEARN?

Because it suggests your background or

education is defective. Suggested

replacement for marketing:

Get inside information about

or

See first-handor

[YOUR SUGGESTION]?


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Editorial decision:

Illegal immigrant

orundocumented alien

?

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Decide when you can generate

better impact by changing voice:

Pass this up and I

cost myself some money.

mightmay

canwill


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Consider the pros and

cons of an absolute

statement:

Pass this up andIll cost myself some

money

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Add If

Have you made thisstronger or weaker?

If I pass this up,

will I cost myself

some money?


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The difference one word

can make:

If I pass this up, will I

cost myself some money?

versus

If I pass this up, wont Icost myself some money?


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Two words that can make

a conditional statementappear to be an absolute

statement:

What if


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Two response-

suppressors

here:Download,

which many

feel will affect

their harddrive; and

Take the

Survey Now,

which

suggests using

much time.

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A single word can have thepower to impel ongoing

readership in any medium:

SunkOuch

Nuts

Hmmm

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Opinion, please:

When isan exclamation point

better and when worse than

a period?Ouch.

Ouch!Sunk.

Sunk!35

hi h f h l


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Which of these, as envelope

copy or subject line, is more

likely to generate ongoingreadership?

Importantor

Important!or

Important? You decide.36


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If you

want an

impulse-

greedresponse,

less copy

can bemore.

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Y i i W ld


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Your opinion: Would

Private offer:

have had more verisimilitude than

A special offer just for you.?

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Best Buy email Can you think of a


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Best Buy emailCan you think of a

better subject line than Guaranteed

to get it?

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Headline is poor could use the


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Headline is poor, could use the

stronger selling copy in the text.

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Misleading?

Wontsome

recipientsinterpret

this subject

line to meanan MRI or

CT scan is

free?

(And there is

that nasty

word learn.

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In the contraindications

disclaimer for a pharmaceuticalproduct,

which word did the marketer

wisely use instead ofmay be dangerous?

may be unsafe


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Tip, based on multipletest results:

Others pay morebrings more response than

You pay less.

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Tip, based on multiple

test results:

You can apply foris a deadly response

killer.

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Tip, based on multiple

test results:Buy one, get one free

brings more response than50% off

or

Two for the price of one.

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For direct mail

The Cardinal Rule of Envelope

Copy:

The carrier envelope has a

singular purpose (other thankeeping the contents from

falling out onto the street):TO GET ITSELF

OPENED48

P t t l


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Potent envelope copy.(Your opinion of the rubber stamp?

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ONE MORE HOPE:

We are communicators,supposedly literate.

Do we know the difference

betweenlie(intransitive)

and

lay(transitive)

?

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?????????????????????????????

?????????????????????????????

?????????????????????????????

?????????????????

Questions?????????????????????????????

??????????????????????????????????????????????????????????

?????????????????52


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Design Details that

bedevil response

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Sometimes designers forget, or

dont understand With mail or email, were invited guests into

peoples homes

Or if were presenting a website, were

promising them a good experience

If your mails not working, it probably is too

hard to read, uninteresting or off-concept

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The death of Common Sense Design

Why do we mail/email efforts that areimpossible to read?

Why, if were directing designers, do we not

question the fact that its illegible? Why do we choose images that are so wrong

or out of context, they dont get it?

The customer is not stupidwe are to blameif they cant understand our efforts to them!

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Th 4 C d i d t il th t


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The 4 Cs: design details that

improve response

High Contrast +

Smart Color +

Thoughtful Concept = Comprehension

If youre missing the details in any of these,

youre losing leads and sales big time

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Color and Contrast a detail that


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Color and Contrast: a detail that

makes a huge difference

You can capture responseor chase it away,

by how you use color and contrast

This is true in print, online, in ads, emails

everything

This is all based on human physiology: how

the rods and cones of the eyes function

Affects how messages are read and

comprehended

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Low contrast = bad comprehension

Black reads well on the yellow

White type on lime green has low contrast

The hairline thin type for the headline makes it worse

The message in green is literally ignored by prospects

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C t t i i t j t ti h i


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Contrast is a science, not just a creative choice

Color value: how dark or light something is

This black and white guide is just one tool designers

(should) use to ensure the typography in their efforts islegible.

Setting type on a background that has less than 8 valuesteps between them will make the type less easy to read

Every color has value and even at level 10 is too light Customers ignore messaging that is not easy to read

0 1 2 3 4 5 6 7 8 9 10

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Contrast examples

The arty choice is to set type in subtle color contrast

but nobody reads it!

The practical and responsiveway to set type and useimages is high contrast

Even if its just a brand piece, its a complete waste ofeffort if its too hard to read, or confusing to look at

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Contrast in action

Here it is withtypography in

black and white

Which one is the

hardest to read?

Which is easiest

to read?

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C t t i ti


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Contrast in action

Here how contrastaffects photography

Which one shows offthis product the

best? The lower-contrast

you make an image,the less likely

someone will beengaged by it.

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Contrast examples

The arty choice cantcompete for yourcustomers time orattention

White type againstgray makes customersignore a good deal

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Color and


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Color and

response

Another guide yourdesigner (should)have: the color wheel

Think about value for

these colors Yellow, at full

strength, has a valueof 2; purple (violet)

has a value of 9.

0 1 2 3 4 5 6 7 8 9 10

Color and


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Color and

Contrast

Here it is withtypography incolor

Which one isthe hardest toread?

Easiest to read?

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C d l


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Contrast and color Actual sample: Yellow

type on whiteor whitetype on yellowis

ignored by customers

I glanced at this an

ignored it. Too bad for me,and for them!

Although sometimes they

get mad that its so hard

to read. Do you really want topiss

your customers off?

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Does your design


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Does your design

include white type?

Reversing type out of a color,black, or a photo will reducereadership by up to 90%(readership = response)

Proven in extensive studies

This is common sense: iftheres a picture, we work totry to make out what it is. We

dont read the type thatsinterfering with it

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Reversed type: who would want to


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Reversed type: who would want to

read this, even if they requested it?

When thiscatalog, forThe Highlander

TV show andfilms, waslaunched, allbody copy andheadlines werewhite on darkbackgrounds

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Design for easy reading and reap the


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Design for easy reading and reap the

rewards of an awesome campaign

When catalogwas redonewith black typeon light back-

grounds, salesjumped 300%+amongprospects AND

existingcustomers

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Color in action


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Color in action

Note howcomplementary colorsjiggle or shimmeragainst each otherCustomers avoidreading type like that

Notice how type in thesame color family (redon pink) is too hard toread

Can anyone read this?NOTE: this is a VERYcommon mistake!

Complementary colors on color wheelsame

valuemakes this too hard to read 71

Typesetting in colors


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Typesetting in colors Typography in black provides the best comprehension

Typography in colors reduces contrast does poorly when tested for

comprehension and response Even if strong value, the eye tires of reading color type faster than black

Compare:

Do you feel anxious in a yellow room? Does the color blue make you feelcalm and relaxed? Artists and interior designers have long understood how

color can dramatically affect moods, feelings and emotions.

Do you feel anxious in a yellow room? Does the color blue make you feelcalm and relaxed? Artists and interior designers have long understood howcolor can dramatically affect moods, feelings and emotions.

Do you feel anxious in a yellow room? Does the color blue make you feelcalm and relaxed? Artists and interior designers have long understood howcolor can dramatically affect moods, feelings and emotions.

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Fonts: another detail that affects response


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Fonts: another detail that affects response

The fonts you choose will draw in your customer or

send them packing! Serif fonts are documented to provide highest

readership, documented in legibility and

comprehension studies

Sans serif fonts in typography will reduce readership

and response by up to 60% - and more if its a

condensed sans serif font

ALL CAPS TYPE REDUCES COMPREHENSION BECAUSENOBODY WANTS TO READ IT. See why?

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The font treatments can ALSO send


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The font treatmentscan ALSO send

them packing! Initial Caps Distract The Reader and Reduce Comprehension Set type flush left, rag right. Ideally, with indent at start of

each paragraph to give the eye another way to scan

Justified type reduces comprehension, legibility and

response Hyphenated words reduce comprehension, too.

Research supports ALL of this: see Colin Whieldonsbook.Type & Layout (link at the end of this presentation) andmany other studies

Also proven in exhaustive studies by Dr. Siegfried Vogele ofthe Direct Marketing Institute in Germany

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Layout: reader gravity is real


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Layout: reader gravity is real

Headline must be bigger and

bolder than the body copy so thereaders eyes gravitate to it

The eye finds the picture first then reads the copy

Set copy to the RIGHT or BELOW

the image, to allow for theirnatural progression

NOTE: setting in 3 columnsincreases readership and responsebecause its EASY to read; type

wider than 70 characters isignored!

David Ogilvy was right! 75


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Concept: the Devils here too!

When developing concepts for brand, advertising, mail

and more

Dont forget that your CUSTOMER needs to be

impressed by thisnot your agency compatriots

Your efforts are wasted if its an inside joke, an egoproject, or a chest-beating exercise (People look to

us because were great; Its our anniversary; Our

award winning blah blah is what you need, etc.)

In fact, the more impressed your buddies are by your

concept, the less it will probably work

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/


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Overworked concept/design

If it looksweird and

gross, your

customer

will be

turned off

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Same product;


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Same product;

Common sense concept/design

Answers customer concerns Too bad its so hard to read!

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Under-thought concept


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Under thought concept

provides ham-handed

historical perspective

Xtime creates automatedsystems for customer service,used by Auto Dealerships.

They believe that body copy

on an ad is too muchandthey just KNOW that nobodyreads it

Does this ad tell the readeranything meaningful?

Does the picture really tell thestory? (How often this weekhave you seen this image?!)

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Concept that


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p

answers the most-

important question:

What problem will

Xtime take care of

for me?

Do your homework: Thisidea came from walkingaround auto dealerships

Myth vs reality bestcreative is not produced if

theres no time to do itright

This brought in scores ofhighly qualified leads

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Humor can work


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Humor can work

if it emphasizes a

point clearly Read your prospects

mind and answertheir concerns

Media buyers laughwhen they see this but it tells them this isirresistible media, andthey remember it and

check it out! Adweek award winner

for highest retention

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P S : Your designers not reading the copy!


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P.S.: Your designer s not reading the copy!

Oops!a line oftype coveredup by the block

of green Final Advice:

hire aproofreader!

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Learn more:

http://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapes

http://www.amazon.com/Handbook-Of-

Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dp

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http://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Handbook-Of-Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dphttp://www.amazon.com/Handbook-Of-Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dphttp://www.amazon.com/Handbook-Of-Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dphttp://www.amazon.com/Handbook-Of-Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dphttp://www.amazon.com/Handbook-Of-Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dphttp://www.amazon.com/Handbook-Of-Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dphttp://www.amazon.com/Handbook-Of-Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dphttp://www.amazon.com/Handbook-Of-Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dphttp://www.amazon.com/Handbook-Of-Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dphttp://www.amazon.com/Handbook-Of-Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dphttp://www.amazon.com/Handbook-Of-Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dphttp://www.amazon.com/Handbook-Of-Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dphttp://www.amazon.com/Handbook-Of-Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dphttp://www.amazon.com/Handbook-Of-Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dphttp://www.amazon.com/Handbook-Of-Direct-Mail-Communication/dp/0132087456/ref=wl_mb_hu_c_1_dphttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=1343175004&sr=1-1&keywords=are+you+communicating+or+just+making+pretty+shapeshttp://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_1?s=books&ie=UTF8&qid=13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Well devil you into creating more effective work!Herschell Gordon Lewis

[email protected]

Carol [email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]

DMA 2013 Devils in the Detail

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