direct views: january 2010

ACHIEVE SUCCESS in 2010

THE OFFICIAL PUBLICATION OF THE PHILADELPHIA DIRECT MARKETING ASSOCIATION

JANUARY 2010

CASE STUDYTargeting copy to list segments pays off

THE PERSUASION EQUATIONUnleash it for superstar test results

PRESIDENT’S COLUMN

Directly Speaking

Judy Arnold, SEI

The New Year has arrived – ready or not. By now, your business

objectives should be well established and your marketing plans set. First quarter campaigns should be underway as you watch the results roll in.

Of course, last year was difficult all around. And no one knows for sure how long full recovery will take and what this year will hold. Facing that requires a new approach. But how?

Sometimes we’re able to prove that something is working well through control groups and regular testing. Yet even when things seem to be working, there may be ways to improve, to gain increased efficiency and effectiveness. That’s why a basic premise of direct marketing is to constantly conduct tests. I’m a firm believer in the thinking: if it ain’t broke, break it and improve it.

At other times, we seem to get stuck. We continue doing the same things over and over again expecting different results. Rita Mae Brown, Benjamin Franklin and Albert Einstein have all been credited (through various conflicting sources) with defining that as “insanity.”

I recently had the opportunity to attend a Breakthrough Intensive™ hosted by Gap International, Inc., a consulting firm headquartered near Philadelphia. They’re focused on helping companies transform their organizations through new ways of thinking. The three-day, intense session was eye-opening. And

it made me realize that I just might be a bit insane – according to the definition above, that is!

It was hard to take a close look in the mirror and realize that my own perceptions of reality may in fact not be true – that there are various other possibilities to consider. Only by learning how to apply extraordinary thinking and actions can you produce extraordinary outcomes or results.

And that’s the challenge that I pose to you. Consider that despite what has been effective for you up until now, it may just not be enough going forward. Open your mind to other ideas, new and different ways of doing things, and the potential for change.

Look at the shifting direct marketing landscape and new media options, for example. According to DM News (Carol Krol, September 22, 2009), in 2010 ad spending will increase in both search and mobile categories. Web advertising’s increase in share will be positively impacted by a decline in traditional media usage, based on the noted research report from GroupM. The recession is a key contributing factor to this projected growth in online ad spending.

For direct marketers, the basic best practices still apply. By focusing on performance marketing and measurable results, you can find ways to take advantage of new media for continued, trackable, response-generating marketing campaigns.

Whether it’s your overall business and marketing strategies, the tactical campaigns you develop, or just your mindset when you walk into the office tomorrow, consider the possibilities of trying something new. You may just have a breakthrough.

Remember what Henry Ford said: “If you think you can, you’re right. If you think you can’t, you’re right.”

You decide. n

Table of Contents Hit the Ground Running .........................3

Targeting Copy to List Segments Pays Off .........................................................4

So You Survived the Recession. Now What? ..................................................6

News & Notes .............................................8

New PDMA Members ..............................9

Listen Up! Is the Loud-and-Clear Message..................................................... 10

Unleash the Bencivenga Persuasion Equation ............................. 12

PDMA visits Ronald McDonald House for Season of Hope Event ...... 13

Big Marketing Results with Small Budgets ............................... 14

2 | PDMA directviews | JANUARY 2010

Hit the Ground Running Get a Return on Investment this Year

Marie Caldwell

Marie Caldwell, Caldwell Direct Marketing Consulting, has more than 20 years experience helping clients discover and implement strategies to achieve prospect acquisition and customer relationship management goals. Areas of expertise include campaign management, online and traditional direct marketing tactics, contact strategy development, customer life cycle management and sales channel support programs. Marie can be reached at [email protected].

As the year begins, you have your marching orders for 2010 in terms of

objectives for awareness of your brand and, of course, the more tangible and challenging increase in overall customer accounts and cross-sales within your existing base. The major advantage of direct marketing is that testing will help you find a way to make money. And if your test programs are launched early in the year, you could actually see some revenue generated in 2010. But there’s no time to lose, so get going now and reap the rewards this year.

By testing with direct marketing, you can virtually guarantee that the results you get will be duplicated exactly (within a statistical probability) when you do the same thing in a rollout program (barring any natural disaster or unanticipated event). You limit your up-front risk and can get usable answers relatively quickly.

Avoid trivial tests or over-testing. Changing a picture, typography, etc., probably won’t increase response. But it definitely won’t increase it enough to outweigh the cost of running the test. Test your product, price and payment options, lists, offers, market and media, positioning, format, and creative execution.

Here are five ground rules for testing:

1 Either test one element or test a completely different approach. If you

are testing an offer, every other element in the promotion – target audience, creative format, headlines and copy, response channels, etc., should be the same.

2 Make sure that your pieces are coded so that you can know which worked

better. Codes can be utilized to track lists, offers, creative and publications for space advertising campaigns.

3 Always work on the “beat the control” principle. When you are

just beginning to promote a product or service, you won’t know which elements work and which don’t. Eventually you will have an ad, direct mail kit, e-mail or commercial that pulls more response

JANUARY 2010 | PDMA directviews | 3

than any other you’ve tried. This becomes your “control.”

4 Make sure your tests are statistically valid. If you are testing two different

creative formats, 90,000 receiving the control and 10,000 a new piece, select 10,000 from among the control group and code them differently by using an “nth” name select for an even distribution across the database, and read those results against the 10,000 of the new test.

5Test results are not forever. Tests are valid as long as all elements remain

the same: the product, the price, the offer, the creative approach, the lists or other media, time of year, economic climate of the country and on and on.

continued on page 15

We all know that targeting creative to a specific

market is basic to making any campaign work, but sometimes we forget that going one step further and targeting the message to list segments can also pay big dividends. I know I’ve sometimes been guilty of making that mistake myself.

Then last year I worked on a Medicare Preferred campaign for AvMed, an insurance company in south Florida, and was reminded of just how effective it can be to use segmentation information when crafting creative.

At first glance, you might think Medicare Advantage prospects are a pretty homogenous group. They’re 65 or older, likely to be retired, and shopping for basically the same coverage at the same time.

AvMed’s south Florida market – Dade and Broward counties – is a mix of native Floridians, retirees who moved south, Cubans and other Latinos, making it difficult to find commonalities other than a need for coverage. So we decided it was best to address some of these differences.

We already planned to version by county because AvMed’s plan benefits differed between Dade and Broward. So it was not a big step to also version by:• Language: We would mail an

English only and a bilingual version• Age: We’d segment those who were

age 65 and those who were older separately

Data analysis of current AvMed customers also turned up an interesting fact. AvMed’s Medicare Preferred plan sold better in Broward

employees and themselves – were choosing AvMed not for the dollar benefits, but for the choice of doctors.

Freedom of Choice had always been AvMed’s biggest benefit. Members see any doctor – even a specialist – without prior approval. And it became apparent that to certain groups this power of choice trumped everything else.

This discovery became the basis for the whole campaign. Of course, we would lead with the $0 premium, but the power to choose and the acknowledgement that our target market wasn’t about to give that up is what gave the creative its power.

Once we had our overall concept in place, we began tailoring the message to our age 65 and previously 65 groups. The newbies were welcomed and given reassurance that with Medicare Preferred they were not going to lose the power to choose. Older Medicare recipients were told they could get that power back.

Further, our Latino audience was given these messages in both English and Spanish. We provided full translations rather than a “Spanglish” version providing only Spanish highlights.

Finally, we dropped in three waves over the three-month campaign. The first and third mailings were made up of a letter, buck slip, and reply form. We added a brochure to the second mailing only, in an effort to save costs and to provide an added reason for

Marjorie Bicknell heads Bicknell Creative, a virtual creative services boutique that brings together experienced talent to create direct marketing that consistently beats controls. She is the winner of 11 Benny Awards and six honorable mentions, and author of No Offer, No Problem! 7 Ways to Succeed When You Can’t Use an Offer to Sell. Contact her at [email protected]

Targeting Copy to List Segments Pays OffMarjorie Bicknell

County even though the Dade County plan offered better benefits overall.

What could cause such an anomaly? Further study showed that sales were strongest in Broward among retired (and actively working) professionals and business owners. In Dade County, these same deciles were equally strong and I suddenly realized these people – who had been responsible for purchasing health insurance for their

BUCK SLIP was also versioned by prospect segment, wave and county.


continued on page 5

undecideds to respond.Breaking out these groups meant

we had to develop 24 different copy versions of our creative over the three mailings, but it was worth it. The results were even better than we hoped throughout our three-wave campaign. Immediately after the first mailing, we began to exceed our projections,

and we stayed ahead throughout the campaign.

When we looked at the numbers at the end of the Annual Enrollment period, direct mail – which was allotted only 25% of the total advertising budget – had brought in 66% of the leads generated by all media sources. That was six times the

OUTER ENVELOPE (below) pushed dead-line and benefits and was versioned by wave and by county.

BROCHURE was versioned by segment and translated in full. Copy stayed on message beginning with the headline.

LETTER WITH SIDEBARMessage in the body of the letter was directed to each segment, while benefits in the sidebar varied by county.


11% of leads generated by newspaper ads and nearly three times the 23% brought in by TV.

Clearly, taking the time to gain an in-depth knowledge of your audience and then using that knowledge to segment creative can pay off with big results. n

So You Survived The Recession. Now What?

Ed Glaser

According to Federal Reserve Chairman Ben Bernanke, the recession may be technically over, but we are

still in for some tough economic times as unemployment continues to linger and perhaps even rise in the recovery’s wake.

“From a technical perspective, the recession is very likely over at this point,” said Bernanke, addressing a conference at the Brookings Institution in September 2009. “But it’s still going to feel like a very weak economy for some time. Unemployment will be slow – slow to come down.”

So, given rough sledding in 2010 for the American consumer, what does this mean for nonprofits and their fundraising efforts?

According to Jett Scott Winders’ article titled “Recession” which appeared in Philanthropy, during the last five recessions, charitable giving did not decline with the GDP. While recessions may reduce the growth of philanthropic dollars given, they do not necessarily cause them to decline.

This does not mean fundraisers can coast during a recession. In fact, they must work harder to stay afloat. The one surefire thing a nonprofit can do to ensure revenue losses is to stop asking. The sooner you start planning your marketing efforts for 2010, the sooner you can realize a positive revenue stream.

As we come off the peak time of year for fundraisers (spring and prior to the end-of-year holiday season) remember that this is also a time of increased competition. Marc A. Pitman, author of Ask Without Fear!, says fundraisers need to avoid these three “deadly” mistakes during a recession:

spend less on fundraising become pessimistic apologize when you’re asking

Now is a great time to keep in touch with your supporters and to acquire new donors. Many organizations, which spend up to $20 to acquire a new donor, don’t see a return until the second or third renewal cycle, so it would be a shame to drop contact with them.

The advent of social media may entice you to toss traditional media aside in your quest for donations. You might want to think twice before you do so, as a pure online strategy may end up being more costly in the long run.

The Epsilon Q2 2009 Email Trends and Benchmarks study indicates nonprofits lagged behind almost every other industry in open rates. Nonprofit open rates declined from 22.1 percent to 17.5 percent. Nonprofit click-through rates also were the lowest among the

industries examined by Epsilon, down from 2.4 percent to 1.7 percent.

Another study examining the experience of 24 nonprofits reveals that people who go online to donate to a charity for the first time often do not return to make subsequent gifts. While the Internet can be a valuable fund-raising tool, especially in soliciting donations after natural disasters, it is not a replacement for direct mail.

Direct mail is becoming increasingly more effective as companies learn how to boost response rates to in excess of 20%, thanks to developments in digital printing and variable data software. As the trend moves away from junk mail to highly targeted, relevant, personalized mail, volumes will decrease while the number of campaigns will increase.

New developments in printing, including transpromo and high-speed inkjet continuous feed color presses will solidify and deepen this trend. These changes in direct mail are driven by the printing industry, as they move away from their role of print service provider to that of a marketing solutions provider.

Although the line between direct and online marketing is blurring, direct mail is increasingly being used to drive online marketing campaigns. According to eMarketer.com, 21% of respondents visited a corresponding Web site within


Ed Glaser is director of marketing at Colortree, a Richmond, Va.-based envelope manufacturer with over 20 years of responsive and reliable service to DMA members. For more information, visit www.colortree.com. Reach Ed at 804-545-2566 or [email protected].

The advent of social media may entice you

to toss traditional media aside in your quest for donations. You might want to think twice.

continued on page 7

30 days of receiving direct mail, up from 14% in 2003. And according to Internet Retailer, direct-mail-influenced Web traffic has grown 50% over the past three years.

Today’s technologies make personalization on a mass scale possible. The first touch point in these multi-channel campaigns is usually direct mail. Of all the tools in the direct marketing mix, the envelope gets overlooked the most, which is unfortunate, because unless the envelope gets opened, the message inside is of no value.

Last year, the USPS lost 9 billion pieces of volume. Losses in 2009 could exceed 12 billion pieces or more. A large percent of this drop is direct mail, with catalog-dominated service categories down nearly 25%.

Mailings may be smaller, but they are more targeted. And lest you believe direct mail is not here to stay, think again. All current research points to the fact that direct mail is and will continue to be relevant, especially when coupled in a cross-media campaign, and even more so in this marketing environment.


The $10, $15 and $25 contributions are still rolling in – it’s the large gifts that are faltering. According to the Campaign Finance Institute, Barack Obama raised nearly half of his campaign contributions on donations of $200 or less, relying on repeated contributions from the same donors.

This could in part be due to a shift in values as Americans of all ages seek the rewards of friendship, family, community and spirituality. As we enter the dawn of Responsible Consumerism, nonprofits are well-positioned to take advantage of a series of smaller donations from the same donor. You might want to consider a sustainable gifting program.

When you are working with your mail shop on mailing and fulfillment, make sure you have a highly targeted list with a highly targeted message. Make sure you make enough drops to have maximum impact, and remember nothing happens if the envelope is not opened. This is not the time to skimp on creative. Make sure you have a great visual with full color that will stand out in the mail and get noticed. n

Get Your Benny Entries Ready!

Entry submissions will open February 1 for work created and used in 2009.

Celebrate the 2010 Benjamin Franklin Awards for Direct Marketing Excellence

There is nothing like getting recognition for a well-crafted effort. Frankly, as a deadline-driven industry, we are not known for stopping to reflect on success. That is why the 2010 Bennys are so important. It is an opportunity to receive recognition from your peers to say – “Wow that’s something special!”

Mark your calendar to attend this event on Thursday, June 3, 2010, but also mark the deadline submission date for your Benny Entries – Tuesday, April 6.

Take the time when the Call for Benny Entries comes across your desk, and enter. You’ll be glad you did.

E-mail your news to The PDMA today at [email protected]. All submissions must be e-mailed and received by the 20th of the month prior to the publication month (e.g., Feb. 20 for the March issue).

Annodyne, Inc. announced two new local clients, culinary pioneer Di Bruno Brothers and independent publisher Quirk Books. The strategic relationship with Di Bruno Brothers, focused

on maximizing marketing and sales efforts, began early in 2009 to initiate testing, optimization and planning for a focused fourth-quarter push. Quirk turned to Annodyne for strategic support in extending the buzz around their popular book series and to develop a fully interactive web destination complete with social media tie-ins. Annodyne developed a media strategy and subsequent online advertising campaign to generate brand awareness for Quirk’s summer 2009 release, Pride and Prejudice and Zombies, the first novel in the original Quirk Classics mash-up series. Anthony Campisi, Annodyne’s president and CEO was announced as the new chairman of the Small Business Board of the Greater Philadelphia Chamber of Commerce. The Chamber’s 34-member board provides advice and counsel from the perspective

News & Notesof small business owners. Learn more about Annodyne at www.annodyne.com.

Associates Graphic Services (AGS) orchestrated the production and delivery of an award- winning US Airways Dividend Miles campaign. The Association of Marketing and Communication Professionals recognized AGS, Barclaycard US and US Airways’ frequent flyer program, Dividend Miles, as a Gold Winner in its annual MarCom Awards. Barclaycard and AGS, a graphic communications company, were recognized for their US Airways Dividend Miles card program’s communication materials, including marketing collateral and a microsite. AGS will receive a statuette for its role in leading the development of these creative marketing communication materials. For more information please visit www.agsprint.com.

DMW Worldwide LLC announced that the agency and two Blue Cross Blue Shield clients recently received National Health Information Awards honors in the

Campisi

Hazeltine Grosskettler


Consumer Decision-Making Information class, Insurance Company division. DMW also announced that the agency has hired Rich Grosskettler as director, interactive services. DMW Non-Profit Group announced that the agency has added David Hazeltine as vice president, fundraising. In this role, Hazeltine will focus on new business development. For more information visit www.dmwdirect.com.

Stephanie Arthurs 515 Plymouth Rd F4Plymouth Meeting, PA 19462(484) [email protected]

Robert D. Bell Jr.Regional Sales DirectorProSource318 Lynn Rd., Springfield, PA 19064(610) [email protected]

Michele BennettManaging PartnerMarketing Intelligence Management, Inc.983 Old Eagle School Rd, Ste.612Wayne, PA 19087(610) [email protected]

Robynann BurkettProgram Development ManagerMindZoo3 1/2 South King St., 3rd Fl., Leesburg, VA 20175(703) [email protected]

Christine Carrington Executive Vice PresidentLorel Marketing Group590 N. Gulph Rd , King of Prussia, PA 19406(610) [email protected]

Karen Cohen Managing PartnerNimlok Philadelphia16 Ironbridge Dr. , Collegeville, PA 19426(610) [email protected]

Brian FreilandWolters Kluwer Health - Lippincott Williams & Wilkins530 Walnut St., Philadelphia, PA 19106(215) [email protected]

Marsha Goodwin 833 Grant Ave., Croydon, PA 19021(215) [email protected]

Judith A. Grubb Marketing Specialist/Graphic Designer1486 Manor Ln., Blue Bell, PA 19422-2022(215) [email protected]

James Ludlow, CEOInteractive Liquid9999 Hamilton Blvd, One TEK Park, Ste. 130Breinigsville, PA 18031(484) [email protected]

Tom McCaullyPartnerGrayhair Software Inc.124 Gaither Dr., Ste.#160Mt. Laurel, NJ 08054(856) [email protected]

Joanne M. McDermottSr. ConsultantEvolve IP989 Old Eagle School Rd, Ste.815Wayne, PA 19087(610) [email protected]

Brie Messier Hospital AdministratorNorthStar VETS34 Trenton Lakewood Rd Clarksburg, NJ 08510(609) [email protected]

Walter MontalvoDirector Creative ServicesMedaqual, Inc.2370 York Rd, Ste.A9DJamison, PA 18929(267) [email protected]

Angela PanettaMarketing CoordinatorWolters Kluwer Health Lippincott Williams & Wilkins530 Walnut St. , Philadelphia, PA 19106(215) [email protected]

Lisa ParryWolters Kluwer Health Lippincott Williams & Wilkins530 Walnut St., Philadelphia, PA 19106(215) [email protected]

James PettitVice President, SalesThe Cyril-Scott Company (A ConsolidatedGraphics Co.)3950 State Rt. 37 East, Lancaster, OH 43130(740) [email protected]

Mike Pietrzak Manager of Sales & MarketingBerger Building Products805 Pennsylvania Blvd Feasterville, PA 19053(215) [email protected]

Kimberly SchonbergerWolters Kluwer Health - Lippincott Williams & Wilkins530 Walnut St., Philadelphia, PA 19106(215) 521-8676kimberly.schonberger@ wolterskluwer.com

Nicole Alexandra Tassinaro Client Relations NorthStar VETS34 Trenton Lakewood Rd Clarksburg, NJ 08510(609) [email protected]

Zenta Thomas Executive ProducerCurt Crane Productions, Inc.232 Chester Ave. Moorestown, NJ 8057(856) [email protected]

Welcome New PDMA Members




Listen Up! is the Loud-and-Clear Message at Social Media Presentation

Leaders offer insight into strategy, deployment and technology,

and resource components of social media marketing.

It’s hard for marketers today to keep up with the dizzying list of social

media available, let alone to learn how to leverage them in ways that add value to prospects and customers – and to brands.

A panel of social media leaders gathered on October 21 to discuss this topic at the PDMA networking and lunch meeting. Denise Williams, director of marketing at Goodman Marketing Partners, served as moderator.

“Social marketing is marketing and as organizations we’re required to listen to consumers first and then determine how we’ll answer back,” said Michael Brenner, director of online marketing for SAP America. “If we listen intently, we’ll understand how our customers and prospects are defining the social media strategies of our companies.”

Deciding which channels to use was a major point of discussion among the panelists.

“Start by addressing misinformation that’s out there about your brand. Go where your brand enthusiasts hang out,” instructed Subaru’s product marketing specialist, Brandon Baldassari.

Strategic consultant Michael Leis added that it’s key to poll your customers about their preferences,

attitudes, and behaviors during the normal course of interactions with them. “Just ask your customers,” he said. “Ask what they do, where they go … then go observe and listen.”

The panelists agreed that search optimization is important to social media success. Gary Spangler, eMarketing manager for DuPont, reminded the audience not to lose sight of the fundamentals. “Social media is in large part being relevant to our target audiences. Listening to online conversations reveal how consumers talk about our companies and products which inform Web site content and

keywords for search optimization. Twitter only allows 140 character tweets, so there is oftentimes a referring URL to a Web page. In 2000, content was king; today it is the deck.”

The fast-paced presentation covered a wide variety of topics including content development and control, how to get

management on board, and knowing how much of a financial commitment to make. Panelists agreed: Set objectives and expectations

up-front. Decide what social media marketing can and cannot do. Also, look at the marketing problems and challenges that cannot be solved with current approaches and determine how social media might fit in.

Social media marketing demands language that is natural, honest, transparent and not scripted.

Organizations shouldn’t be afraid to encourage everyone to participate.

Empower employees to get involved in the conversation by setting guidelines.

Share of voice and an increase in the number of relevant conversations are two ways to measure the success of social media marketing. “Social media marketing is a great

branding tool,” summarized Ted Moon, founder and president of Pathfinder Interactive. “Weave it in as an extension of what you’re already doing … make it a team effort … and leverage the existing resources you already have to see results.” n

The panelists Michael Leis, Michael Brenner, Brandon Baldassari, Gary Spangler and Ted Moon (front), with President Judy Arnold (left) and Moderator Denise Williams (right).

Christine Carrington, Phil Barnes, Nicole Tassinaro and Brie Messier find some time to share ideas.

It’s time to renew your annual membership in the Philadelphia

Direct Marketing Association. Members renewing by January 31, 2010, will be listed alphabetically by last name and by company name in the printed Membership Directory, and your business will be entitled to a company profile printed under your company listing.

Your membership in PDMA provides unique benefits for you and your business. In addition to the Membership Directory, you may also post resumes and job openings on the PDMA Web site for FREE. You can attend all meetings and events at a discounted fee, and may continue the networking after the event with a member-only complimentary contact list of all attendees.


Member-only benefitsWe have planned member-only events in the next several months and soon there will be a member-only area of the PDMA Web site where you will find specialized information and advice to help you get ahead.

Even in this economy, PDMA is growing and we want you to grow with us!

Individual Membership: $140 per personOne person may join and attend meetings and events at the member’s discounted fee. If you leave your employer, the membership stays with the individual.

Corporate Discount Membership: $125 per person (3 or more members)Firms that want to sign up three or more

employees receive a discounted fee per person of $125 each – a $15 savings per person! Individual member names must be given to PDMA, but the names can change at any time upon written notification.

Platinum Membership: $1,125 – Company owns unlimited memberships All employees attend meetings and events at the discounted member fee and receive the magazine and other communications. PLUS – your company receives PDMA Web site recognition and a link to your Web site, along with Platinum sponsor listing in the PDMA magazine, DirectViews, and in the Membership Directory. n

Don’t Miss a Moment of PDMAIt’s Time to Renew,

Get Noticed & Get Ahead

It is with great privilege that I can give you a tiny glimpse into one of the

most powerful selling tools by one of the most gifted copywriters. This tool is The Persuasion Equation and the writer extraordinaire is Gary Bencivenga, who has generated $1 billion in wealth for clients during his 40-year writing career.

It is through our collaboration during my Rodale days that I tasted some of his masterful secrets for creating promotions that sold millions of books. If memory serves me correctly, and I’m confident it does, his track record was an unparalleled 100%.

So here, with his blessing, I will share a hopefully helpful peek into his powerful formula for creating superstar selling results – in absolutely every communication channel:

Urgent Problem + Unique Promise + Unquestionable Proof + User-Friendly Proposition = Persuasion

Urgent problem. Identify and acknowledge the crux of the problem you’re going to solve. This is critical because people will pay to solve their problems. Especially problems that need urgent solutions.

Unique promise. Tell the prospect how you’re going to solve the problem. This is where the benefits and features play their main role. Be sure to make a promise that others don’t. A classic


success story is one of Gary’s famous headlines “Get Rich Slowly.”

Unquestionable proof. Here is the key. Proof is more important than promises. Demonstrate how you’re going to solve the problem. Show them the indisputable proof. Be it case studies, research, scientific facts, customer testimonials, credentialed endorsements, valuable tips and giveaways, and even branding. Proof is so important because it protects you from knock-offs by your competition. Shop for credible proof elements more than promises.

User-friendly proposition. Provide an irresistible and credible offer that is also easy to complete. Look at core elements such as payment option, previews, trials, return policies, bonuses, guarantees, personal service, and time and ease of processing.

As you become conscious of these four stages and maneuver through them step by step, this equation will transform not only your creative efforts but also your marketing strategies and even your product development. It will become the core of how you direct and evaluate your entire selling process.

Explains Gary, who is often regarded as the humblest and most generous of writers, “I am not more talented than many other writers; however, I am extremely conscientious about applying creative strategies and techniques that have proven most consistent in triggering exceptional results. The

most important of these strategies are embodied in The Persuasion Equation.”

To truly master The Persuasion Equation, there is so much more to learn and invaluable case studies to review – hours of learning and putting into practice the secrets. But what I’ve shared here can get you started just by asking these key questions: What is the urgent problem I can solve? What is the promise I can make to solve

that problem uniquely? What unquestionable proof can I

demonstrate to support my promises? What user-friendly offer can I make to

get them to complete the order?If you challenge yourself with your

answers, you will always deliver better product, better marketing, and better selling. And probably even better customer service. And maybe not just better, but the best.

Why not the best? These are the four words Gary lives by and encourages all his colleagues and friends to do so as well. Asks Gary, “Why not the best – in the copy you write, the design you create, the products you market, the results you trigger, the reputation you build. … Why should you ever settle for anything less than a big life, a life full of major achievements? …” Words to live by professionally and personally.

On another note, I want to also share another treasure Gary has shared with me. There are so many more.

Unleash the Bencivenga Persuasion Equation for Superstar Test Results

Karen L. Arbegast

Karen Arbegast is a marketing and communications professional who specializes in creative development and marketing strategy. It was during her 13-year tenure at Rodale, where she last served as VP of Marketing Worldwide for Women’s Health Books, when she and her colleagues collaborated with Gary on creating multi-million dollar bestsellers. Karen can be reached at 703-727-4305 and [email protected].

Gary Bencivenga, after a professional writing life of major achievements and of truly being the best, is now officially retired. However, you can sign up for his free ezine of marketing tips at Bencivenga Bullets at www.bencivengabullets.com or order his 7 Master Secrets of Wealth Creation for Marketers and Copywriters DVD at www.marketingbullets.com/b100dvd.htm. In addition, you can check out his latest venture, an olive oil club at www.FreshPressedOliveOil.com.



Write not just to be understood but also to not be misunderstood. This is really an important concept. So often a statement can be made and it can lead logically to one understanding. But, if that expression can also lead to another understanding, it can create a problem in the selling process – leading the reader down the wrong path or causing the reader to pause and stop. It’s an amazing revelation to review copy and change your questioning from “Is this understood?” to “Can this be misunderstood?” Try it.

On a final note about a critical concept …The backbone of persuasion is credibility. Probably one of the greatest things I admire about Gary’s approach to writing is that he exudes such authentic honesty and professionalism. Forget exaggeration and hyperbole. Be credible. Explains Gary, “Nobody buys without belief. If you pack all your dynamite into hyping your promise, you will quickly blow off your best prospects. They will dismiss your claims as hot air. Sure, you must create a big promise, but make sure that it stands on the shoulders of giant proof – eye-popping, doubt-killing, objection-overcoming proof.”

“And don’t bury your proof,” Gary continues. “Find a way to weave your strongest proof element into your headline or at least your subhead. Because unproven claims are so common, a claim embedded in strong proof catches people’s notice. The proof, sometimes even more than your big promise, becomes the hook that makes them linger with your copy and eventually believe it. Anyone can make big promises. But master marketers deliver massive proof. Whenever you write, edit or review copy, keep reminding yourself, ‘Nobody buys without belief.’”

Gary concludes, “Belief flourishes in the rich soil of trust.” As part of creating copy that builds belief, create persuasion by delivering the truth and establishing a trusting relationship. That’s what marketing always needs to be about in order to truly deliver superstar results and satisfied long-term customers. n

On Monday, November

30th members of the PDMA volunteered at the original Ronald McDonald House on Chestnut Street in Philadelphia to decorate the house for the holidays and serve dinner to the families staying there. The Philadelphia Ronald McDonald House is one of approximately 280 houses like it nationally, and provides shelter and food for families whose children are in Philadelphia hospitals. The generosity of volunteers and donors make it all possible, and this year PDMA wanted to help.

“It was a team effort,” said Jim Covelens, PDMA board member and chair of the Ronald McDonald House committee. “So many members contributed their time, money and food to serve to the families. It was wonderful to have so much support. And it was very gratifying to see how we made what must be a very difficult situation a little easier for the families.”

PDMA members spent the day decorating trees, hanging garland and setting up many beautiful holiday displays that are sure to delight the children who stay at the house. The team then set up and served dinner for about 60 people, including the parents, grandparents and siblings of children in the hospital as well as Ronald McDonald House volunteers. Food, as well as funds over $1,000, was donated by several members of the PDMA and some local area businesses.

Pat Ciarrocchi of CBS News was present to share words of support and comfort to the families. Ciarrocchi reiterated the PDMA’s theme of “season of hope” and extended heartfelt good

PDMA visits Ronald McDonald House for Season of Hope Event

wishes. In addition to anchoring and reporting news for CBS 3, Ciarrocchi is co-host with Ukee Washington of Talk Philly, CBS 3’s noon lifestyle program. She has used the celebrity of her broadcasting career to better the lives of

others, committing her personal time to community activism and fundraising on issues affecting women and children. She has served on the boards of the Easter Seal Society of Southeastern Pennsylvania and Susan G. Koman for the Cure. Ciarrocchi has also personally raised hundreds of thousands of dollars for local charities through The Pat Ciarrocchi Golf Classic and Pat’s Passion for Fashion Show and Auction, two local events she founded.

Children and parents alike were fascinated by the antics of Louis Borda, who generously donated his time to read a story after the dinner. Louis “Luigi” Borda is a Geography Teacher at Masterman, Philadelphia’s celebrated academic magnet school for accomplished students. The concept of the books he writes and publishes help young readers learn about, not only the cities and states, but unique cultural attractions, natural wonders, amusement parks, sporting events and special interesting ‘factoids’ about each particular city and state in each book. Fox News captured shots of the evening and especially the children gathered around an animated Borda who wore a comical pizza hat. n

If you missed this event but would like to make a donation to the Ronald McDonald House please visit the PDMA Web site where you can donate directly to them.


How to Drive Big Marketing Results with Small Budgets

“My marketing isn’t working and I don’t know why.” That’s one of the most common complaints Eric Keiles, founder and chief marketing officer for Square 2 Marketing, hears from business owners. Keiles, in a session jam-packed with tested-to-work marketing ideas and relevant examples, shared ways to drive qualified leads to the Web and phone at the November 18 breakfast and networking meeting.

“Think about all the ways your business is remarkable,” advised Keiles. To illustrate, he shared how a dry cleaner with valet service promoted the benefit-driven value proposition, “Never step into a dry cleaners again!” A builder of new homes uses Web cams for homeowners to see progress without having to get into the car. “You can’t pay for the word of mouth this type of differential delivers.”

Keiles reminded that being remarkable is about consistently raising the bar and that it takes effort to deliver something that takes away a prospect’s pain. He also discussed the scratch out/drop in test. “If you can scratch out your name in

Entrepreneurial Expert, Eric Keiles, Reveals Tips at November Meeting

an ad or on a Web site and drop in your competitor’s name, then you have work to do.”

In addition to highlighting the remarkable, a company’s marketing efforts also need to be quantifiable, prospect-focused, budget-oriented, and able to produce high return on investment.

Keiles is a big believer in the power of providing education to customers and prospects. He advocates driving consumers to the Web for special reports that address problems that your product or service will correct. “Use this opportunity to collect e-mail addresses so you can start a conversation.” Other marketing best practices include: Narrow your focus – hone in on

specific types of prospects Use testimonials to build credibility Build ads that include a problem-

solving headline, “remarkables,” a strong offer, testimonials, and call-to-action copy “None of us has a Fortune 500

Company budget,” said Keiles. “Narrow your focus to meet the needs of an appropriate target audience and you’ll reduce marketing costs and drive positive results.” n

Lou Ciampi and Meeting Sponsor Ann Conlin Tanenbaum share a morning coffee before the meeting.

Sandy Sherow & Aleka Agapitides catch up at the November breakfast meeting.

Thank you to the November meeting sponsor: Conlin’s Digital Print and Copy Center1011 West 8th Ave King of Prussia, PA 19406 Office: 610-337-4460; [email protected]; www.conlinscopy.comEric Keiles

You Are InvitedVisit the PDMA Web site and • Check out the NEW Career

Center (jobs posted locally and nationally).

• Register for an event or meeting.

• Download valuable case studies or white papers

… and more!


ABC Mailers page 3Anthony Bucolo at (856) 241-2100

Global Direct Color page 11Mike Dubowitch at (215) 671-1353

IBSDirect page 7Donna Mastrangelo at (610) 265-8210

Intelligencer Printing FSI Todd Foster at (800) 233-0107

Japs-Olson Company Back CoverDebbie Roth at (952) 912-1440

THANK YOU TO THE ADVERTISERSin this issue of DirectViews.

Please utilize these Direct Response Experts when you can:

To join this impressive list of direct marketing experts, place your ad today with Lou Yager at (610) 664-7374.

PDMA 2009-2010 Board of DirectorsPresident Judy Arnold SEISecretary Jim Murphy Jim Murphy CommunicationsTreasurer Jim Toohey Direct GroupChairperson Lisa Formica fmi direct mail, inc.Board Members Phillip Barnes Wedgewood Pharmacy

Marie Caldwell Caldwell Direct Marketing Consulting

James Covelens United Health Group

Karen Keenan Associates Graphic Services

Charlie Ohanesian The WordTech Group

Geff Rapp Group G Direct

Valerie Schlitt VSA, Inc.

Ken Shirey Direct Group

Joanna Smith Philadelphia Protestant Home

Richard Travaglini RGT Direct

Joyce VanRavenswaay ACE-INA

Denise Williams Goodman Marketing Partners

JANUARY 2010PDMA DirectViews is published bimonthly by and for members of the Philadelphia Direct Marketing Association and other interested direct marketers. For more information, visit www.the-pdma.org.

Editors Marie Caldwell Joanna SmithDesign/Layout Gotwald Creation, inc.Printing Global Direct ColorLettershop fmi direct, inc.

PDMA Office4520 City Line Avenue, Suite 301Philadelphia, PA 19131

Voice (215) 473-1668FAX (215) 477-1109E-Mail [email protected] site www.the-pdma.org

AdvertisingFor advertising rates and schedules for all PDMA publications and sponsorships, contact Lou Yager at 610.664.7374. All ads must be submitted by the 15th of the month prior to the publication month.

Jordyn WeissWolters Kluwer Health - Lippincott Williams & Wilkins530 Walnut St., Philadelphia, PA 19106(215) [email protected]

Nova Label page 9Randy Fine at (800) 246-0506

Signed, Sealed, Delivered, Inc. page 7John Caruso (610) 539-5100

SJ Miller Group page 8Contact: Shelley Miller at (215) 355-1600

Valley Forge Tape & Label Co. page 8Contact: Paul Myers at (610) 524-8900

Sharon ZinnerDirector of MarketingWolters Kluwer Health - Lippincott Williams & Wilkins530 Walnut St. , Philadelphia, PA 19106(215) [email protected]

Welcome New Members continued from page 9

Get the Visibility

You Need!Advertise in the

2010 PDMA Membership Directory

Ad Deadline: February 15, 2010Plus full page ads are eligible for free Web ads!

To place your ad, download the Directory Ad Placement Form from the PDMA Web site at [email protected] or contact PDMA Ad Representative Lou Yager at 610-664-7374.

Promotions that are launched in January can yield results that you can analyze in March/April. If you find you have lingering questions or want further validation of your results, do some quick research to uncover any underlying issues that might affect your ability to move forward with a rollout program.

Position yourself to react quickly with rollout programs, using the successful elements of your test BEFORE the summer season. Continue to reserve a portion of your budget to test against your control, especially additional lists and other media sources, so you are always searching for new audiences. You’ll never know how high up is unless you continue to reach.

Depending on the buying cycle of your product or service, with an early first-quarter launch and a late spring rollout, you may actually see new revenue generated this year from your efforts. And you’ll be better prepared for the planning and budgeting process

for 2011, which usually starts in August/September. It’ll be here before you know it.

On your mark … get set … GO! n

Hit the Ground Running continued from page 3

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