Creative: Multichannel Copywriting
DLA continues to refine its use of social media, but the emphasis has been placed on LinkedIn. So far, it's working. To build connections, DLA executives seek out key players from a list of desired member companies who are invited to connect (and they usually accept). Then the conversation begins by encouraging the executive to learn more and follow a group created by DLA called Digital Learning Advocates. The group is still small, but, as it grows, it will be a place where executives can be introduced to news about digital learning and become more engaged. So while the core message is the same across all vehicles, the style for each is different.
For DLA, this multitouch approach has been successful, resulting in major players in the industry becoming members. Those larger, influential members are magnets for the smaller players who want to grow and perhaps be acquired by those larger members. It's a marketing ecosystem that benefits all, and is anchored by a consistent message across all media.
The bottom line for any marketer using multiple vehicles, such as direct mail, email, Web and social media, is it's vital to adapt the copywriting style to the vehicle. You must be agile in today's fast-paced online environment. But when it's orchestrated well among media, you work your copy messaging for consistency, and you adapt your copy style to the vehicle, your efforts can pay off with more responses.
Gary Hennerberg is a direct marketing consultant and copywriter. Reach him at Hennerberg.com or at (817) 318-8100.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.