veteran ad man Herschell Gordon Lewis isn’t smitten with social media. Blogs, Facebook and Twitter aren’t likely to win his heart as marketing mediums.
Lewis, principal with Lewis Enterprises, a Fort Lauderdale direct marketing firm, spoke last week to the Florida Direct Marketing Association, where some 70 attendees were eager to hear his take on smart direct marketing copy.
These marketing executives had come to learn from a man who made his reputation as a direct marketing copywriter for such clients as Mazda USA, QVC, Omaha Steaks, AAA and the United Nations Children’s Fund.
In the business since 1973, Lewis is no traditionalist. He embraces e-mail – or any medium that can be tested and proven. Regardless of the channel, effective direct marketing is about “force communications,” or writing that “causes or convinces somebody to perform a positive act – without being objectionable or obnoxious.”
“Too many people assume that the ability to string words together and the ability to use words effectively to generate a positive reaction are parallel,” said Lewis, who seems to relish his role as a marketing provocateur. “They aren’t, any more than a business analyst is parallel to a salesperson whose writing goes directly to the bottom line.”
Lewis gave the FDMA audience a few tips to improve their skills:
* Consume, collect and compare advertisements. Read and analyze ads that speak to you – and those that don’t.
* Know and write for your audience. Forget the client, editor, yourself or the awards. Pinpoint the target audience’s demographics, and write only to them.
* Use actionable words. Instead of learn, submit or required, say discover, send or necessary. Avoid using quality, service and value; needs as a noun; “means business;” “when it comes to …” or “what’s more ….”
* For grammar, bulleted lists are strong. One exclamation point or question mark will do. And, “if your ad needs an asterisk” that leads to fine print at the bottom, he said, “then get another lawyer.”
* Offer “to you, from me” deals with a deadline. Exclusive deals from marketer to customer with a deadline drive readers to action.
* Be dispassionate about your written product. Don’t fear others’ edits of your work – including your own. In fact, leave time for the editing process. Lewis often completes his projects a day or two early so he can review his finished copy. “It gives me he chance to correct it before somebody else looks at it.”
* Embrace technology and old-school methods. E-mail is the ultimate “arm around the shoulder” bond builder. Effectively integrate traditional and modern tools for maximum results by increasing informality and persuasion, and a promise of fast action, recalled Jeff Yaniga of Pitney Bowes Management Services.
Lewis implored people to write as they speak – in quick bites, offering fast action and providing validation of the offer’s premise. Use specifics, not generalizations. On Web copy, offer ample chances to “click here.” Use a recipient’s first name whenever possible – but test the mailing to ensure the code doesn’t result in [FIRST NAME], Lewis warned.
“It never fails to amaze me how he continues to reinvent the top tips of copywriting based on today’s media,” said Dale Filhaber, president of Dataman Group, a Boca Raton direct mail and telemarketing list company. “Ten years ago, we talked solely about direct mail. Last week, we discussed 21st-century electronic marketing trends.”
FDMA President Ronald Brauner, VP of marketing communications with Assurant Solutions, appreciated the “welcomed reminders of not being afraid to ask for the sale and telling your prospect exactly what you want them to do as a result of being exposed to your marketing message.”
Ad shop pulls Lottery protest
Fort Lauderdale agency Zimmerman Advertising, which was scheduled next week to have its protest heard regarding the Florida Department of Lottery’s handling of its advertising account review, has withdrawn its protest, Lottery officials said.
Zimmerman claimed that review evaluators “either failed to follow the instructions, misunderstood the instructions, or followed the instructions in an inconsistent manner,” according to its protest.
With the Notice of Voluntary Dismissal, St. John & Partners Advertising and Public Relations of Jacksonville will be named to handle the three-year, $80 million account, Lottery spokeswoman Jackie Barreiros said.
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