This is your brain in print!

Here's an interesting study from across the pond. The United Kingdom's Royal Mail Service wanted to understand the differences between how readers process direct mail messages  versus ads viewed on a screen. They asked the firm of Millward-Brown to look into this issue. Working with Bangor University Millward-Brown conducted a rigorous study of the issue using fMRI technology.

Their study found that readers presented with information in card format (physical ad) were much more engaged with the message than readers presented the material in a digital (virtual) format. They found that the physical were more engaging both intellectually and emotionally. This lead them to surmise that the brain would be better able to recall the printed ad over a similar digital one.

Here is a link to a brief synopsis of the study in PDF form:

e-studies/MillwardBrown_CaseStudy_Neuroscience.pdf

This study is a good justification for print advertising as well as for direct mail.

Thanks for reading.

Jim Busch

David Ogilvy's vision of a good leader

Thirty years ago when I got into advertising sales, I wanted to educate myself about my new industry. I hit the library and discovered "Confessions of an Advertising Man" by David Ogilvy. Since that time, Ogilvy has been one of my heroes. He was that rare person who excelled in all aspects of the business. He was an incredibly creative copywriter, a great sales person and an excellent manager/leader. His thoughts are as valuable today as they were back in the "Mad Man" era when he helped shape modern advertising. Here are his thoughts on what it takes to be a leader from the book : The Unpublished Ogilvy :

The qualifications I (David Ogilvy) look for in our leaders are these:

1. High standards of personal ethics.
2. Big people, without pettiness. 
3. Guts under pressure, resilience in defeat.
4. Brilliant brains--not safe plodders.
5. A capacity for hard work and midnight oil.
6. Charisma--charm and persuasiveness.
7. A streak of unorthodoxy--creative innovators.
8. The courage to make tough decisions.
9. Inspiring enthusiasts--with thrust and gusto.
10. A sense of humor

Not a bad list to look for or aspire to.

Thanks for reading!

Jim Busch

Is this the next "disruptive technology" that will change advertising

I just watched an extremely interesting Charlie Rose interview. Charlie's guests were the founders of SPRITZ. Spritz is a new digital reading system. Since the Sumerians first starting making marks on a clay tablet thousands of yeqrs ago, text has been presented as groups of words covering a page. This was the only way to deliver complete messages on a clay tablet or...on a tablet computer. SPRITZ presents words one of a time in a rapid sequence. To facilitate reading the letter which is the focal point of each word is shown in red to draw the eye quickly to the message. I tried this system on their website ( http://www.spritzinc.com/ ) and it is amazing how quickly one can absorb printed information using Spritz. Spritz claims that it is possible to read a 1,000 words a minute using their method.

The question is, "How does this impact advertising?" Typically people would be attracted by the content of a page and would stumble upon the advertising sharing the page when they are reading. With Spritz, one only see the desired content one word at a time. If this system catches on, which I think is a very real possibility, it could change web and mobile technology. This will be an interesting innovation to watch, a potential game changer.

Thanks for reading.

Jim Busch

The "one-two punch" technique for cold calling

It is estimated that some 80% of business calls end up in voice mail. I would not be surprised if a similar percentage of business e-mails end up in the "junk mail" or "deleted items" folders. I heard a technique today that should increase your chance of getting through to a decision maker.

The technique starts with a phone call. When you get voice-mail, leave a message something like this: "This is Jim Busch from Company Name,  I know you're busy so I will send you a e-mail detailing how businesses like yours are attracting new clients. Look it over and if you're interested, give me a call. Thanks."

this low key approach doesn't sound overly "salesie" and enhances the chances of your e-mail being read.

Follow this up with an e-mail using the subject line: "Per my e-mail"

In your e-mail use a customer testimonial and tell the prospect you'd like to give them some information that they will find valuable. Do not give them all the details. Include your number and ask them to call or e-mail you.

If the customer calls back be prepared to share some research or ideas with them to make good on your promise. If they do not call back, follow-up in a few days leaving a message that you are following up on your voice-mail and e-mail messages. This will tell the customer that you have made an effort to reach them and they may feel obligated to call back.

Will this work? I'm not sure but this is a good idea to experiment.

Thanks for reading

Jim Busch