As a pioneer in applying the science of human behavior in marketing, we are frequently asked by clients and prospects to evaluate their current creative, based on their desire to improve their marketing performance. Using a unique approach which injects human behavior techniques and direct marketing best practices into creative, we have been able to achieve great results for them.
You may ask yourself: “What are these human behavior techniques?”
Human behavior principles are based on what social scientists have studied about how people make decisions – 95% of which are made in the subconscious. (Gerald Zaltman, Harvard Business School, and author of How Customers Think)
There are innumerable decisions customers make every day! And there are decision-making shortcuts that marketers can leverage to help make it easier for customers to take action and obtain the results you seek; these are called Human Behavior Triggers (or HBTs for short).
Our agency team, experts in this space, can help nudge clients’ customers to make the decisions that they want them to make. In fact, leading brands have benefited from our proven approach, achieving double-digit lifts over their previous controls.
YOUR CREATIVE REVIEW IN 3 EASY STEPS
For a limited time, we are offering a free creative review of any one of your communications (email, ad, landing page, mailer, etc.), which can be accomplished in 3 easy steps:
1. You provide us with a copy of your current creative that you want to be evaluated.
2. Our team will develop recommendations consisting of selected HBTs and other direct marketing best practices to be applied to your creative.
3. We mark up the creative consisting of the HBT recommendations along with rationale and send these to you.
And the free review can be done in as little as a week! The process is collaborative yet streamlined based on years of applying the science of human behavior in marketing across many industries, target audiences, and channels. And it has been proven effective; yielding significant positive outcomes for many clients’ direct marketing campaigns.
CREATIVE REVIEW — ILLUSTRATED EXAMPLES
To help illustrate the marked up creative that you would receive, here are several representative examples that we have completed for some of our insurance clients:
Example 1: A large, national membership organization is cross-selling life insurance to current members. The introduction of the letter is a critical element since this is where the recipient will decide whether to read and engage further, or abandon it –typically within a matter of seconds. Since the target has a relationship with the membership organization, we recommended using a Human Behavior principle called the Consistency Principle.
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Example 2: Life insurance is a difficult product to sell because no one wants to think about such a negative topic, so they’d rather put off the purchase. Understanding this, we selected a Human Behavior principle which allowed the reader to think of others they may know who had (or didn’t have) life insurance and were impacted by an unforeseen situation; which made it easier for them to see the value of purchasing insurance now.
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Example 3: For this affinity-based insurance company, we recommended HBTs which leveraged their current relationship and their current coverage amount and type of insurance owned; with the goals of cross-selling and up-selling insurance coverage to deepen their relationship and increase revenue.
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Click image to view full size.
Did this convince you that we can help you improve response for your communication? If you’re interested in having us evaluate your current creative for free, please click on the button below to speak with John Sisson, President of Wilde Agency or call him directly at 781-251-2745. But hurry, we can accept only the first three replies. We love to create work that wins – so we are looking forward to hearing from you!
CREATIVE IMPLEMENTATION — A NATURAL NEXT STEP
While a review of your current creative using our 3-step process is effective, Wilde Agency is uniquely qualified to successfully implement the creative in market which will be infused with HBTs and direct marketing best practices. In fact, many clients ask us to manage the creative implementation process as well.
While we do tweak current creative, often we develop new creative concepts and formats, or design a communications strategy. In these cases, we obtain a keen understanding of your business and your particular situation to inform our recommendations and creative, using a 10-point Discovery Checklist.
With insights gleaned from this process, our agency team made up of experts in customer insight, account management, creative, digital and social media will develop new creative strategies and executions combining HBT’s and best practices — in any media/format, e.g. direct mail, email, landing page, or online ad.
When we manage the creative implementation, we employ a disciplined creative process which may vary based on the specific client needs, scope of the assignment, the channels/formats, and internal client processes. Throughout the process, we take a personalized, dedicated, and flexible approach mindset.
For the 3 illustrated examples shown in the Creative Review section, we implemented the creative for each one, with the resulting creative excerpts shown below as HBT Applied. For all of these test campaigns, they beat previous controls, by as much as double-digit lifts!
Example 1: Large national membership organization cross-selling life insurance to members.
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Example 2: Life insurance company establishing a need to acquire new customers.
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Example 3: Affinity-based insurance company cross-selling and up-selling insurance coverage to members.
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Click image to view full size.
If you’re interested in learning more about how Wilde Agency can help you improve your ROI, speak with John Sisson, President of Wilde Agency at 781-251-2745 or john.sisson@wildeagency.com.
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