Hey hey hey, happy March, people of the marketing sphere! The month has been great for me so far. Among other things (cut my Comcast bill in half, SCORE!) just last week I got to spend my day at the annual Direct Marketing Day @ Your Desk Virtual Conference. Did you get to check it out? It was live on March 10, but is available on demand in its entirety starting today, so I’d highly recommend heading over there if you couldn’t make it!
Target Marketing snagged some seriously top-notch speakers (VP of Marketing at Cirque du Soleil, for one, daaang) to share their expertise on a whole slew of helpful and fascinating topics like marketing-first companies, augmented reality, the Internet of Things, and of course — copy and design.
I’ve had the pleasure of hearing Copywriter/Copy Coach Pat Friesen speak on several copy-centered webinars in the last few years, so I knew I needed to make time for her session: Design & Copy: Little Things You Don’t Want to Overlook. Pat, along with President and Chief Creative Officer of DM Creative Group Patrick Fultz, went through some of their tried-and-true design and copy tips to boost conversion and sales.
All the content presented at the show was fantastic, but since this is a copy/creative blog I thought I’d just speed through some of the key takeaways from Pat2‘s copy/creative session. (Hope they won’t mind I just deemed them Pat2.)
- Specificity makes a difference! “Save $478.88 each year” has much more credibility and impact than “save money” or even “save hundreds of dollars.”
- Numerals appear more impressive at a glance than numbers spelled out. Tip: Include decimals in money amounts for an extra kick: “Ten thousand” vs. “$10,000” vs. “$10,000.00.”
- Reverse type considerations! This requires the visual they gave, check it out:
- When it comes to photo captions, “features describe, benefits sell.” “Sewn stars and stripes” doesn’t mean as much to a reader as “Sewn stars and stripes look classic and add durability”.
- Better CTAs stress immediate satisfaction (“Get it now,” “Download now,” “See it in action”) and are clear about what the action is (“Sign up” vs. “Submit”).
- A/B test your CTAs! Don’t underestimate the difference every element can make, from button copy to text color to button color and shape.
- Use an email pre-header. When viewing an email with no pre-header in the preview pane, a reader will see something like “To view this email in a browser …” etc. Instead, include a pre-header that briefly elaborates on the subject line or gives a hint what the email is about! They’ll be much more inclined to open and read.
- Place offer above the fold. A great offer, like “Receive a free _______ for signing up,” should be in the upper half of your email; shrink or eliminate graphics if necessary to pull the offer up.
This is just a quick n’ dirty rundown of what was a fantastic session, I actually had to limit myself to eight so I wouldn’t just post the entire session transcript. Definitely carve out 40 minutes, register and check it out. Once you sign up, you’ll instantly have access to the rest of the show’s sessions and content on demand too, from now until June. It’s all can’t-miss material.
I will see all your shining faces back here in April. À Bientôt!