Video Advertising Perspectives from Tim Hawthorne, an Entrepreneur Long Before Streaming Video

I thought it would be a wonderful idea to talk to one of the original greats in video advertising, Tim Hawthorne, founder of Hawthorne Advertising, who will be bestowed a “Lifetime Achievement” honor by Marketing EDGE as part of its EDGE Awards.

While we all hunker down, work from home, and stream video content, I thought it would be a wonderful idea to talk to one of the original greats in long-form video advertising, Tim Hawthorne, founder of Hawthorne Advertising. On June 1, Tim will be bestowed a “Lifetime Achievement” honor by Marketing EDGE in New York as part of its EDGE Awards. Here, he shares valuable perspective on a video advertising career in an increasingly rich, ubiquitous medium for consumers, brands, and marketers.

A ‘Love Story’ for Film

Chet: Tim, first of all, congratulations! I’m so happy to see you recognized by Marketing EDGE – with its mission of marketing education and professional development, bringing the best and brightest into the marketing field. When you graduated from college – Harvard University no less, in 1973 (really, I mean, “Love Story“) – did you have any inkling that you would build a career of first in direct-response television (DRTV) and video advertising?

Tim Hawthorne, founder and strategic advisor, Hawthorne Advertising (Fairfield, Iowa), will be honored on June 1, during Marketing EDGE’s EDGE Awards in New York.

Tim:  No, I had no idea in 1968 as I matriculated to Harvard that I would eventually become a pioneer of direct response television marketing. (First of all, yes, “Love Story” for sure. I was wandering through the Harvard Yard in the fall of 1969 when they were shooting exteriors. Not sure, but I might be one of those students hurriedly rushing to class in the background.)

It was turbulent times while I attended Harvard – 1968-1973.  (I’m actually Class of ’68 but took a year off after my sophomore year to teach school in Ethiopia with the Harvard Africa Volunteer Project, so I graduated in ’73.) Initially, I intended to study chemistry, then switched to social psychology, influenced by the turbulent social times in the late 60s. But after getting my hands on a still camera in Ethiopia, I decided I’d take a still photography/documentary filmmaking course when I reentered Harvard in the fall of ’71. I was fascinated with the process of editing film, and then determined I’d pursue a career in filmmaking.

Searching for a job post-graduation in my hometown of Minneapolis, I was fortunate to be hired by the investigative documentary unit of the local CBS station, WCCO-TV. I worked there for almost five years, advancing from production assistant to editor to cinematographer, learning the craft of long-form storytelling. Our unit produced amazing documentaries that were often the No. 1 rated television programs in the Minneapolis/St. Paul market and won multiple awards, including the du Pont-Columbia and Peabody awards. I then became a producer/director/writer when I moved to the NBC affiliate in Philadelphia and eventually worked for a number of LA-based network primetime reality-based shows such as “Real People” and “That’s Incredible.”

Chet: Did you grow up having a love for industrial films of the 50s and 60s – which I think were a great precursor to the infomercial age and video advertising?

Tim:  No, I didn’t have any particular love for industrial films (which in the 50s, 60s, and 70s were the height of boring and simplistic video communications!) It’s my background in documentaries – telling a long form story on people and subjects – that seemed a natural basis on which to pioneer telling long-form consumer product stories.

Like many consumers, I’ve never liked being “sold” especially when I’ve felt manipulated. And of course, short-form TV commercial brand selling is very much about manipulating emotions (via humor, poignancy, excitement) and associating strong positive images (sex, strength, beauty) with a product – a very subtle and often deceptive way of selling.

Infomercial or long-form advertising has always been based on factual selling – the exposition of features and benefits – of course, in as entertaining a way as possible. But at least the channel is up-front about its message:  Here’s a product, here’s what it can do, and here are the benefits to you. This “truth in advertising” has always appealed to me. Producing documentaries is also about discovering the truth about a person, group, or issue.

In 1984, having moved from LA to Iowa for lifestyle reasons (wanting to raise our daughter Jessica in the Midwest where I grew up), I was open for new opportunities.  A local real estate investment entrepreneur heard of my background and approached me about producing a long-form commercial. It would be an hour long … and a challenge. That was November 1984, one of the first infomercials on air. Within 12 months, the infomercial had grossed more than $60 million dollars and dominated the long-form air waves. Fairfield Television Enterprise was the company I formed to market the infomercial and over 18 months we revolutionized long-form TV direct response.

Chet: How did early success stories translate to business growth? Were there mentors you paid close attention to? (Alvin Eicoff comes to mind).

Tim:  Eighteen months after launching Ed Beckley’s real estate investment infomercial, I became disillusioned with the way the company was moving forward. I resigned in April 1986 and took a couple of months off before starting Hawthorne Communications, later to become Hawthorne Direct, and then become Hawthorne Advertising. In late June 1986, I was a one-person company with the goal to persuade Fortune 500 companies to add long-form TV commercials to their marketing mix. We were the first infomercial ad agency in the world and I was confident that virtually all products had, somewhere at their hearts, a fascinating story we tell and hold viewers’ attention for 28 minutes and 30 seconds.

The agency had a singular focus: TV long-form advertising. There was no road map for the industry. We invented it as we went along. Certainly Al Eicoff was the reigning master of DRTV (and his book “Or Your Money Back” a short-form DRTV bible) but his company focused on short-form DRTV (2 minutes or less). So I and my growing team began to innovate, and I began to write about and present the long form story to marketing groups and corporations literally around the world. There was no road map; we were the trailblazers.

A Litany of Firsts and Video Advertising Innovations

Chet: Trailblazer indeed. What are some of the innovations you have brought to the field of DRTV, infomercials, and more recently digital video programming? How has digital disruption affected the traditional DRTV and broadcast channel, from a marketing perspective?

Tim: I’ve been called a “leading architect” of the DRTV industry by producing an impressive string of “firsts”:

  • Co-founder and president of the first infomercial direct marketer to break the $50 million revenue per year mark, Fairfield Television Enterprises
  • Founder and chairman of the first infomercial advertising agency, Hawthorne Communications
  • Produced the first infomercial for: a Fortune 500 company – Time Life; a major music company – Time Life Music; a major credit card company – Discover Card; a major health insurance company – Blue Cross Blue Shield; and a retail driving campaign for a brand name product – Braun
  • Infomercial Agency of Record for the first infomercial for: a major computer company – Apple Computers; and a major weight loss company – Weight Watchers
  • Infomercial Agency of Record for the first “promo-mercial” – a half-hour promotion for a primetime TV series (NBC’s “JAG”)
  • Published the industry’s first newsletter: “The 1-800 Report”
  • Published the industry’s first hard-bound textbook on infomercials: “The Complete Guide to Infomercial Marketing”
  • Created the first long-form TV media buying computer analysis system – “Time Track”
  • Purchased the first long-term cable TV bulk media contract: Discover Network, for $50 per half hour, six hours per night
  • Established the first infomercial agency/traditional agency alliance with Earl Palmer Brown

As for innovations to digital video, Hawthorne was one of the first agencies to actively use video promotion on websites (late 1990s) and we pioneered the “drive online direct sales” with short-form TV commercials, which were designed to motivate new visitors to our web-based clients.

Yes, the digital economy has significantly disrupted DRTV, as it has the television entertainment model as a whole. With a 35% drop in primetime adult (18-49) viewership from 2015-2019, the era of aggregating mass audiences on broadcast TV is long over.

A Family Affair – and an Investment in the Future

Chet: Was it a great leap – or expansion – from Fairfield, Iowa (hey, I’m from Nebraska) to Los Angeles? What brought Hawthorne Advertising to LA (and beyond)? Was there a talent pool you needed there?

Tim: From the beginning, Hawthorne was somewhat disadvantaged being a national advertising agency headquartered in a small Iowa town. We did have a small LA office (two staff) from the early 90s to keep in touch with our West Coast clients. But when Jessica (my daughter) came on board in March 2007, she brought an energy and vision to the company previously unknown.

Her goal was to build the LA office and lead the company into a digital future. And she has done that in spades, making LA our headquarters, while our Iowa office strongly administratively supports LA to this day. Our LA office certainly had access to talent we always struggled to persuade to move to Iowa, as you, being a Nebraskan, are probably aware of. It was a brilliant move by Jessica which has allowed the company to continue to thrive going into our 35th year.

June 2011 Cover - Response Magazine
Tim Hawthorne and Jessica Hawthorne-Castro share the cover of Response Magazine (June 2011) on the 25th Anniversary of the Hawthorne Advertising agency.

Chet: Well now we know why Marketing EDGE named Jessica Hawthorne-Castro a 2015 Rising Stars honoree. (You must be very proud!)

Tim: Yes, I’m very proud of Jessica’s ownership and leadership of the company. And it wasn’t by design. Jessica was a thriving talent agent at Endeavor, one of the few women agents at that male-dominated business with six years’ tenure. But she recognized that industry was missing certain business and spiritual values important to her. In February 2007, I coincidentally asked her if she had time to monitor a commercial talent audition in LA that we needed someone to attend. She did it, enjoyed it, and said she would be open to coming on board at Hawthorne. Over the next five years she soaked up the business, brought much-needed youthfulness to our efforts, advanced from client service associate to CEO, and built our LA office to 50-plus employees, while transforming the agency to a digital foundation.

Chet: As an author of several business books on DRTV and infomercial formats, and likely a bevy of company alumni in the field today, you’ve contributed so much to the professional development of data-driven marketers, marketing measurement, attribution and the like. What part of giving back to the field do you find most gratifying? Is there a particular “lifetime” achievement you’re most proud of?

Tim: My greatest achievement? Creating a company that has endured for 35 years and allowed hundreds of staff to learn, thrive, and grow in marketing knowledge and experience, while realizing greater personal achievement and confidence. We created a company that was a home for our staff to do great work amid friendship and respect. Undoubtedly my greatest achievement, far beyond any creative work for a client.

Thank you Tim – and we’re so happy to celebrate your contributions at the EDGE Awards come June 1.  And much more video success ahead!

 

 

 

Marketers Know Time Is Money, So Why Do They Care About the Other 271 Things?

Benjamin Franklin, one of America’s founding fathers and a tireless worker, is credited with the expression “Time is Money.” And we all know how true that is. Especially when we are wasting it reading 271 things we didn’t really need to know.

Readers will no doubt share my sense of deja vu at the overuse of numbers to catch our attention — 5 Essential Steps: 16 Mandatory Rules; 4 Impossible Challenges; Etc. signposting articles, inviting our interest so we’ll read on. It’s not all that surprising that the reason we find these so engaging is that most of us are conditioned to God’s 10 Commandments. You can’t get a better reference than that and the copywriter who penned them must be a paradise celebrity.

In and around our industry, there are lots more than 271 things you don’t need to know at all.

If you have Denny Hatch’s “Ultimate 85-Point Marketeers Checklist” on your desk, you hardly need any more commandments. And if you do, you can just Google your query and you’ll have the answer in seconds. What’s surprising is how many of these “musts” appear over and over in our daily feast of business media coverage. How many times do we ask ourselves: Haven’t I heard that a million times before, and does that stuff really matter, anyway? Keeping our attention on what does matter is important.

Last week, writing here, Bob Bly gave us a numbered list, “Why the 10 Principles of the Direct Response Mindset Still Matter” and made the important point that the primary objective of direct marketing “is not to enhance image, build a brand, increase awareness, or entertain. It is to get more inquiries, leads, orders, and sales.”  But what struck me as most important was his reference to a “Direct Response Mindset.” If you have that mindset hard-wired, you don’t have to worry about all those other 270 mandates. If it is not about inquiries, leads, orders, and sales, it’s not about direct and data-driven marketing.  If I had a numbered list, mine would incorporate getting sales at less cost than the amount you could afford, getting them below the allowable cost per order (ACPO) into No. 1.

The fact is that what really matters cannot usually be framed in a numbered sequence, but needs more open space to articulate and define ideas. (Although, the 10 Commandments is a great exception.)

Ask yourself this question: Which came first? Twitter or the fact that today’s C-level executives (sadly, including our president) seem to be too busy or too lacking in concentrated brain power to read anything longer than a tweet?

Perhaps that’s why one of the world’s largest and most successful corporations has done away with fancy PowerPoint presentations and requires the convener of a meeting to prepare a written (no illustrations) meeting brief covering the intent and objective of the meeting and providing the necessary business and financial background and action desired. At the start of each meeting, the participants are handed a printout and given the necessary quiet time for them to read the brief. What a great way to get everyone aligned to the issues and at the same starting point. Any company that would follow this procedure would be sure to make meetings much more productive and get over the fact that more often than not, executives have not read the carefully prepared presentations or memoranda distributed electronically.

Having had a lot of interactions with consultants who were tasked with and compensated for reducing costs in client companies, one thing I have never found them focusing on was wasted time, like knowing all 271 things that fill space and waste time. If, especially in service companies, compensation and related benefits are one of the largest expense categories, the productive use of the time of the staff must be one of the most fertile areas for savings. Because it’s hard to measure and, therefore, outside the remuneration parameters of most cost-cutting consultancies, the value of time doesn’t make the cut for priority issues to be addressed.

It is difficult to forget that at an Executive Committee meeting at a Brazilian company, while waiting for the CEO to turn up, the executives gossiped about football (a Brazilian religion), sex (another Brazilian religion), and other topics. A back-of-the-envelope calculation of the cost of the wasted half hour until the CEO apologetically appeared came to something in the region of $15,000. When subsequently informed of this calculation, the CEO shamefully agreed that it was outrageous that he should have been so late. “But” he said shyly on reflection, “It’s my $15,000.” One can only imagine how many other meetings have similar unproductive costs.

Benjamin Franklin, one of America’s founding fathers and a tireless worker, is credited with the expression “Time is Money.” And we all know how true that is. Especially when we are wasting it reading 271 things we didn’t really need to know. Franklin certainly would have endorsed “the importance of substituting zero-sum mindsets (fasting, complaining, and suffering) with additive-sum ones (plentiful-gratitude)”

That’s why he was a big fan of Thanksgiving, something for which we can all give thanks.

May you have a hearty one.

The Challenge of a (Really) Short-Form Direct Response Ad

It’s challenging for direct response marketers to fit all of the key elements of a good direct response ad into the space of a Facebook ad, Instagram ad, or Twitter post.

It’s challenging for direct response marketers to fit all of the key elements of a good direct response ad into the space of a Facebook ad, Instagram ad, or Twitter post.

Students in my direct marketing class at Rutgers were tasked with finding direct response advertisements in different media and detailing what made the ads direct — as opposed to general awareness advertising. Things like targeting, personalization, call-to-action, specific offer, etc.

Because their media consumption is almost exclusively online — social media, SMS, YouTube, and sometimes email, it’s not surprising that their examples showed the limitations of the media they consume.

The unlimited palette of the traditional direct mail kit, where repetition could be used to hammer home benefits and stimulate response, is all but extinct for this target audience. Even the traditional short-form, 120-second commercial has given way to shorter YouTube pre-roll ads that can be skipped after 5 seconds. (Make sure you get your main benefit and CTA out quickly.)

The examples students provided came mostly from their Instagram or email accounts, and many were limited to a simple illustration of the product, a brief description, and a “Shop Now” button. Although one student did provide a link to a classic DR spot for Flex Seal that made me laugh out loud (that’s long-form for lol). Over the course of two

direct response ad example
Credit: Chuck McLeester

minutes, Flex Seal was described as liquid rubber in a can, handyman in a can, and last but not least, the Hoover Dam in a can. There were several demonstrations, including one where the bottom of a small boat was replaced with a screen door coated with Flex Seal — no leaks, at all. This tried-and-true formula for DRTV sales doesn’t work in 280 characters; although, the ability to embed video into a tweet can overcome that limitation. The content of this short-form broadcast ad might make an interesting series of Instagram ads, but it would take four to five different episodes to include all of the content and demonstrations.

Reaching a young audience with direct response advertising is challenging, but not impossible. The best example of incorporating all of the essential elements of good direct response was provided by a female student from her Instagram feed. All of the elements are there: targeting, benefits, offer, and call-to-action — Girls Night. Delivered.

Shout out to Amazon Prime.

A 4-year-old Girl Shows the Power of a Strong Brand

Recently, I was reminded about the power of a strong brand by my 4-year-old granddaughter who told me, “You know how I can tell when there’s a McDonald’s close by? There’s a sign with yellow M on a red background. That means there’s a McDonald’s near here.”

Recently, I was reminded about the power of a strong brand by my 4-year-old granddaughter who told me, “You know how I can tell when there’s a McDonald’s close by? There’s a sign with yellow M on a red background. That means there’s a McDonald’s near here.”

McDonald’s has certainly built the golden arches “M” brand over the course of many years; my earliest remembrance is from the early 1960s. But the fact that a 4-year-old girl learned the symbolism in a much shorter timeframe illustrates how powerful great branding can be.

When I recently Googled “direct marketing and branding,” I was surprised to see that there are a lot of search results positioning the two as separate marketing strategies. I thought that debate was put to rest years ago — you need both.

The Internet has turned everyone into a direct marketer, and those who have built strong brands are the big winners — think Amazon, 1-800-Flowers, Omaha Steaks, Zappos, etc. When I was with Roska Direct, our results showed over and again that when we did direct response marketing using the umbrella of a strong brand, we achieved better response and conversion rates than when we downplayed the brand in an attempt to juice response.

According to Statista, Google enjoyed a 90%-plus share of searches from 2010 through 2013, before it dipped into the high 80s, sneaking over 90 only in October of 2016 and 2018. So what’s Google doing about it? Running a national brand campaign on television, Here to Help, using The Beatles 1965 hit, “Help.”

Interestingly, if you try to find those branding ads by Googling “Google ad campaign,” you won’t. What you’ll find is Google in direct response mode, helping you construct your own online advertising campaign through Google.

Like I said, you need both.

For Millennials, Direct Marketing Books Aren’t Catching Up

Lucy and Ethel on the Chocolate Factory conveyor belt faced a daunting task. That’s what it must like to try to create a current direct response marketing book.

direct marketing books
Direct marketing books | Credit: Chuck McLeester

Lucy and Ethel on the Chocolate Factory conveyor belt faced a daunting task. That’s what it must like to try to create a current direct response marketing book.

I’ve been teaching as an adjunct for more than 10 years — mostly advertising research and marketing courses. But only recently have I had the opportunity to teach a class devoted entirely to direct response. When I began to put the course together for Rowan University, I was looking for a general direct marketing book that students could acquire inexpensively (used on Amazon or another used book site) that I would supplement with additional resources. I came up empty.

The available direct marketing books rely heavily on mail as a medium with a lot of content about lists and crafting direct mail letters. I could only imagine the eye-rolls I’d be looking at standing in front of a group of Millennials talking about direct mail lists.

The standards I’ve relied on for years, Ed Nash’s “Direct Marketing” and Bob Stone’s “Successful Direct Marketing Methods” (updated by Ron Jacobs) haven’t been revised since 2000 and 2007, respectively. Lisa Spiller and Martin Baier had published a textbook for Pearson, but the third and most recent edition from 2010 is out of print. Some books, like Dave Shepherd’s “The New Direct Marketing” (1999) and Arthur Hughes’s “The Complete Database Marketer” are focused on database and response modeling, the precursors to algorithmic targeting. Richard Tooker’s “The Business of Database Marketing” is very practitioner-focused, and other titles are specific to subsets of direct marketing, like “Managing Customer Relationships” by Don Peppers and Martha Rogers (2011).

The newer online marketing books focus on driving clicks, web analytics and retargeting, but they don’t address the fundamental principles of allowable acquisition cost and customer lifetime value.

There’s nothing that brings together online marketing with traditional direct response principles.

I combed through my library of DR books, reached out to publishers and even purchased a few things on Amazon.

For a moment, and just a moment, I considered writing one. Then I realized that with the amount of new information coming at marketers every day, I would be stuffing chocolates in my mouth and under my hat — like Lucy and Ethel.

Top 3 Questions I Hear About Direct Marketing

Clients and friends who are traditional marketers often seek my advice on direct response. Here are the answers to the three questions I hear most frequently:

Unknown peopleTraditional marketer clients and friends often seek my advice on direct response. Here are the answers to the three questions I hear most frequently:

Question No. 1: What Kind of Response Rate Should I Expect?

There are response rate benchmark studies published by the DMA and others, usually organized by industry and type of offer (lead generation, free information, cash with order, etc.). These reports can provide you with some guidance in setting your expectations, but they can just as easily lead you astray. How? If you’ve seen one campaign, you’ve seen just that: one. But some marketers fall into the trap of applying previous results to various campaigns.

Your response rate is driven by three factors, listed here in order or importance:

  • Media: If you don’t get your message in front of the right people, your response will suffer. It is the single most important driver of response, so choose wisely.
  • Offer: What’s your value proposition to the prospect? Simply stated, your offer says, “Here’s what I want you to do, and here’s what you’re going to get when you do it.” If your offer is not appealing or relevant to the prospect, the response — or lack thereof — will reflect that. Also, keep in mind that soft offers, which require little commitment on the part of the prospect (e.g., get free information, download a whitepaper, etc.), will generate a higher response than hard offers, which require a greater commitment (request a demo, make an appointment with a sales rep, payment with order, etc.).
  • Creative: It’s hard for traditional advertisers to believe that this element is lower in importance than the first two, but it is. And the biggest driver of response from a creative standpoint is a clearly stated prominent call to action.

Question No. 2: We Have a Strong Campaign Coming Out of Market Research. My Client/Management Wants to Get This Out As Quickly As Possible. Why Do I Have to Test?

Three reasons:

  • You may have a well-researched creative position but it can be executed in a variety of different ways (see the third bullet under Question No. 1, above). Furthermore, your market research couldn’t predict the response rates from different media. But knowing whether email lists, websites or social media fare best for your audience and offer will be crucial to generating the highest response rate.
  • You want to be able to optimize the three factors above to determine which combination gives you the most qualified leads at the lowest cost per lead.
  • Most importantly, you want to avoid a potentially catastrophic result if you’ve gotten one of the three key elements wrong. It’s better to do that with a small quantity rather than a full-scale effort. It’s always disconcerting to hear people say, “We tried direct. It didn’t work.” Keep in mind that if you’ve seen one, you’ve seen one. Previous successes and shortcomings won’t apply when you tweak the context.

Question No. 3. How Big Should My Test Be?

Your test should be large enough to produce statistically significant results. There are two parts to this: the confidence level of your results and the variation you’re willing to accept.

There are statistical formulas for calculating sample size, but a good rule of thumb to follow is that with 250 responses, you can be 90 percent confident that your results will vary no more than plus or minus 10 percent.

For example, if you test 25,000 emails and get a 1 percent response rate, that’s 250 responses. That means you can be 90 percent confident that (all things held equal) you will get between 0.9 percent and 1.1 percent in a rollout.

A smaller number of responses will result in a reduced confidence level or increased variance. For example, with a test size of 10,000 emails and a 1 percent response rate at a 90 percent confidence level, your variance would be 16 percent rather than 10 percent. That means you can be 90 percent confident that you’ll get between 0.84 percent and 1.16 percent response rate, with all things being held equal.

The Big Problem With Sales Email Templates  

Spending time doing cold email outreach to new prospects? Trying to reignite smoldering discussions with existing customers? Then you’re probably using voicemail (the phone), LinkedIn’s InMail and email. Sales email templates are a big part of day-to-day life. The problem is they don’t work.

Nothing screams “impersonal” more than a templated email. Yet most sellers use templates.

EmailSpending time doing cold email outreach to new prospects? Trying to reignite smoldering discussions with existing customers? Then you’re probably using voicemail (the phone), LinkedIn’s InMail and email. Sales email templates are a big part of day-to-day life. The problem is they don’t work.

Nothing screams “impersonal” more than a templated email. Yet most sellers use templates.

Stop Using Templates, Now

Templates don’t work. Now, I know you know this. But you still use ’em. So allow me to issue you permission to stop. Right now — today.

Think about the last templated message you received. How quickly did you delete it? More importantly, how easy was it for you to spot?

Was it the subject line — the one that told you precisely what was inside the message? (A.K.A. a terrible pitch.)

Or did the subject line trick you into opening it — only to earn your immediate deletion because the first line was offensive?

After years of helping folks write sales email letters, I can tell you why this happens. The reason sales email templates rarely work is simple: Most use the same, “telling” communications format.

Are Your Emails Asking Questions?

One common reason potential buyers delete cold email templates is because they start with a question that causes them to roll their eyes: the kind that signals “terrible pitch ahead.” Most sales email templates rely on a lazy, transparent formula. They sabotage you.

Providing that these kinds of emails do get opened, the contents usually:

  • Ask a question known to be on the buyers’ mind.
  • Take longer than 30 seconds to read.
  • Present a solution, rather than provoking the buyer to hit reply and talk about their problem.

These are just a few characteristics. There are a half-dozen more. Today, I want to focus on the root cause of your cold email being deleted:

That silly question you are asking.

The one you are asking to try to appear relevant. Trouble is it’s a dead give-away. It’s lazy, and off the same cookie sheet as 95 percent of competitor emails pouring into your buyers’ inbox.

For example, one of my students was using, “Did you know that printing is typically the third highest office expense behind payroll and rent?” He sells managed print services to CEOs, COOs and IT managers at small and mid-sized businesses.

Opening with a question is always dangerous. If it is perceived as a “leading question”, you’re deleted. Because if your question feels like a setup to a sales pitch the message will fail to provoke response.

The prospect will think, “I know why you’re asking … ” — then roll his eyes and hit delete. You will have signaled the “sales pitch ahead” alarm, sabotaging your provocation.

If the only obvious answer to your question is “yes” or “no”, it may risk insulting the buyers’ intelligence.

“Did you know printing is expensive?” is an obvious yes.

This approach is risky as compared to a question that forces the buyer to introspect on a more complicated issue.

The Most Effective Webinar Follow-up Email

“Was it helpful?”

That’s what your webinar should have been. Helpful in an actionable way. If it wasn’t? Sales representatives should gather intelligence and report their findings to the marketing department.

Thus, “Was it helpful?” is a very effective subject line when sending your webinar follow-up email message — I use it with my own business and clients successfully. Try it.

Will Slack Replace Email?“Was it helpful?”

That’s what your webinar should have been. Helpful in an actionable way. If it wasn’t? Sales representatives should gather intelligence and report their findings to the marketing department.

Thus, “Was it helpful?” is a very effective subject line when sending your webinar follow-up email message — I use it with my own business and clients successfully. Try it for yourself.

“I used this technique on a webinar follow-up yesterday and WOW, that really worked,” says Linda Simonsen of DigitalEd.

“I have never got such quick feedback (less than one hour).”

Following up With Attendees

“Did the   [insert title]    class last week help you   [insert goal of your customer]  ?”

Boom. Done. That’s your message. Nothing else.

No long-winded yackity-yack reminding the attendee about content of the webinar. You know they attended, now get to the point. They’re on a mobile device, pressed for time. Your buyers are deleting, deleting, deleting.

Stop them. Provoke them.

Give your customer a reason to hit reply and tell you — yes or no. It was helpful or it was not. In most cases they’ll even tell you why.

And they’ll tell you that crucial why because you asked in a way that provoked a response. Your approach style was brief, blunt and right to the point. In fact, your email really stood out because it was so darned short!

Why it works

Because it’s atypical. It’s not an awful template!

The best inbound lead follow up messages avoid standard templates found on Google.

This tactic helps you get in the discussion with prospects about their world, objectives, pains, fears and pressures. This approach helps them develop and act on the urge to hit reply and start the conversation.

Additionally, avoid calling your webinar a webinar. Make it a class, make it actionable. Classes have homework, did your webinar? Or was it typical — overloading attendees with information, overwhelming them to the point of preventing them from taking action on any of it?

What About Non-Attendees?

Since most webinars offer video replays, the same question applies. “Was it helpful?” Within the copy of your message simply adjust to include proper context. Segment your list and mail non-attendees a slightly different, equally provocative, message.

“Did the video replay of last week’s   [insert title]   class help you   [insert goal of your customer]  ?”

Ask the Question, Bluntly

Even if the goal of your webinar class is to shift a mindset, ask the question.

“Did the content marketing class help you see the challenge of empowering sellers with content differently … in a way you can act on?”

Yes or no.

The bluntness of this approach is why it works. Being direct (and brief!) gives customers freedom to share candid thoughts.

Rather than responding how customers typically do — hitting the delete button — they hit reply and let you know, quickly. That is what unsolicited email demands.

Being effective requires you to use short bursts of communications.