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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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2
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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
4
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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
?
8
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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
10
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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?
13
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Unsolicited email: Note the mismatch
between DEALS and APPLY NOW.Click:
14
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What is that word Application
doing there? Youcontacted me.
15
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A classic example of what not
to do. Goodbye.
16
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A simple and easy-to-implement
rule for unsolicited email:Grab
and shakethe reader,
fast anddynamically.
17
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Does this email grab and shake
the reader, fast and dynamically?
18
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You dont have to be a bourbon drinker to see
problems with this copy. Suggestions?
19
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Too little
copyand too
much
copy.
Do you see
examplesof each?
20
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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?
22
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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
?
25
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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
29
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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.
33
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A single word can have thepower to impel ongoing
readership in any medium:
SunkOuch
Nuts
Hmmm
34
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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.
37
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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.?
39
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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?
41
Headline is poor could use the
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Headline is poor, could use the
stronger selling copy in the text.
42
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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.
43
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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.
45
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Tip, based on multiple
test results:
You can apply foris a deadly response
killer.
46
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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.
47
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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?
49
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ONE MORE HOPE:
We are communicators,supposedly literate.
Do we know the difference
betweenlie(intransitive)
and
lay(transitive)
?
50
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?????????????????????????????
?????????????????????????????
?????????????????????????????
?????????????????
Questions?????????????????????????????
??????????????????????????????????????????????????????????
?????????????????52
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Design Details that
bedevil response
53
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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
54
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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!
55
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
56
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
57
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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
59
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
60
C l
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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
61
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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?
62
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.
63
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Contrast examples
The arty choice cantcompete for yourcustomers time orattention
White type againstgray makes customersignore a good deal
64
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?
66
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?
67
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
69
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.
72
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?
73
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
74
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
76
/
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Overworked concept/design
If it looksweird and
gross, your
customer
will be
turned off
77
Same product;
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Same product;
Common sense concept/design
Answers customer concerns Too bad its so hard to read!
78
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?!)
79
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
80
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!
83
L
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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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DMA 2013 Devils in the Detail
85/85
Well devil you into creating more effective work!Herschell Gordon Lewis
Carol [email protected]
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