K.I.S.S - Keys to Copy & Content that Generate Results
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Transcript of K.I.S.S - Keys to Copy & Content that Generate Results
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K.I.S.S - Keys to Copy & Content that Generate Results
Speaker NDawnWolfe – Director of In-Trial Marketing, Autodesk
Philip Reynolds – Associate Creative Director, Palio+IgniteOtis Maxwell – Freelance Copywriter
ames
BACK bypopular demand!
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The Six Universal Buying Motives
1. Desire for gain (usually financial)
2. Fear of loss (again, usually financial)
3. Comfort and convenience
4. Security and protection
5. Pride of ownership
6. Satisfaction of emotion
--Roy Chitwood, Max Sacks International
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FABS (Features, Advantages, Benefits)
Feature: what it does
Advantage: how that makes it superior or delivers a technical benefit
Benefit: how that translates into a PERSONAL need solved
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)
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Anritsu VectorStar “Curiosity”
Anritsu makes test and measurement instruments used by electronic engineers in designing, testing and troubleshooting products
They introduced the Vector Network Analyzer in 1965
Most of Anritsu’s products are industry leaders but they are a distant third in VNAs
The introduction of a new generation, called the VectorStar, was an opportunity
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The Six Universal Buying Motives
1. Desire for gain (usually financial)
2. Fear of loss (again, usually financial)
3. Comfort and convenience
4. Security and protection
5. Pride of ownership
6. Satisfaction of emotion
--Roy Chitwood, Max Sacks International
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NoCostRefi “Union Bank”
1. Desire for gain (usually financial)
2. Fear of loss (again, usually financial)
3. Comfort and convenience
4. Security and protection
5. Pride of ownership
6. Satisfaction of emotion
--Roy Chitwood, Max Sacks International
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The Six Universal Buying Motives
1. Desire for gain (usually financial)
2. Fear of loss (again, usually financial)
3. Comfort and convenience
4. Security and protection
5. Pride of ownership
6. Satisfaction of emotion
--Roy Chitwood, Max Sacks International
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K.I.S.S - Keys to Copy & Content that Generate Results
Speaker NDawn Wolf – Director of In-Trial Marketing, Autodesk
Philip Reynolds – Associate Creative Director, Palio+IgniteOtis Maxwell – Freelance Copywriter
ames
BACK bypopular demand!
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Dawn Wolfe
Sr. Digital Marketing Manager
eBusiness
Autodesk
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Autodesk At-a-Glance
• Founded 1982
• $1.95+ billion in revenues
• 6,800+ employees worldwide
• 10+ million professional users in 187 countries
• 1+ million students a year trained
• The last 17 Oscar®
winners for Best Visual Effects have all used Autodesk software
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• Trials Key To Purchase Decision
• 90% of dotcom traffic
• 3 Uses=2x likelihood to buy
• #1 Campaign CTA
In Trial Marketing
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ITM Testing
Tips and Tricks Social
Training Comparison
24
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In-Trial Marketing Objective/Hypothesis
• Convert Trial users to purchasers
• Hypothesis: the more engaged the trial user, the higher the likelihood to buy
Data points:• Simple, straight forward content got clicked on
the most• The more persona targeted the content, the
better the results• 80% of trial users only open trial once
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Enter GamificationNot necessarily a “game” but leverages game mechanics and psychology to engage trial user.
• Curated, Snackable content• Super targeted content, right tone for audience• Contextualize learning tasks and reward players along the path• Create engagement, Incentivizes• Makes learning our software engaging, supported and fun
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Some simple facts
• We like to play
• We like to be good at things
– We like people to see how good we are at things
• We like to see how we measure up against others
– We like people to see how we measure up (mostly)
• We like to win
– We like people to see us win
Why do we have these feelings?
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Combine this with Relevant Content…
What is persona?What content makes sense at this stage of engagement?Purpose of Intent?
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Case Study: Results
54% increase in trial usageRatio of day 2-30 trial use to day 1 use increased 40%
What You Need to Understand: Connecting game mechanics + audience targeted, compelling content to an ordinary tutorial drove our key objective higher than any previous attempt
!
15% increase in buy clicks
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That’s great, but what about non-gamer audiences?
“snackable learning content” + audience appropriate tone + user feedback (a la fitbitprogress bars and positive feedback)
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How to talk to your doctor: creating great advertising in the
pharmaceutical industry
Philip Reynolds
Palio+Ignite
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The challenge: getting off the pharma bike path
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The solution: insight-based advertising with some kick
• Learn about your target and discover a deep insight about them
• If possible, find a competitive advantage for your product
• Build to a differentiating position
• Execute against a single-minded idea
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Emotional insight: Stribild
• HIV medication launched in 2012
• Benefit: 1-pill-a-day convenience
• Insight: starting HIV therapy means you’re sick, life is over
• Solution: Starting Stribild means you’re starting a new, better phase of life
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Stribildjournal ad
• Text here
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Emotional insight: Brevibloc
• Intravenous heart rate agent used in hospital critical care
– Requires monitoring/allows adjusting
• Critical care physician needs to feel like a life-saver in command
• “Minority Report” concept turns potential drawback into benefit by feeding need to be a hero in control
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Breviblocjournal ad
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Differentiating: ED drugs
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Being single-minded: Creon
• Market-leading pill for exocrine pancreatic insufficiency (inability to digest food)
• Used in wide variety of conditions and patient types, by many different kinds of physicians—can there be a unifying creative idea?
• Analogy of mining equipment creates a simple icon of a hard-working, dependable brand
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Creon poster
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Being bold: Colcrys
• Gout medicine with long history
• Relaunched on news that it is packaged in a lower dose yet just as effective
• Creative idea answers the question, What if you take something strong and ask it to behave a little more sensitively?
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Colcrysjournal ad
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As it is in my business, so shall it be in yours
• Communicate with a simple idea
• Build the idea from an insight about your customer
• Don’t be afraid to be different
• Find your industry’s beach, and stay far away from it!
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You’ve mastered the theory, now put it into practice
Use the Show Guide to match this session’s categories with the providers in the Hall who can
help execute!See Page 18 for details