The Engel Journal

David Engel, delivered via HTTP

Category: Copywriting

What goes into a Review Report Card?

This is an ad that Mark Leggett and I created to illustrate what goes into Review Report Card.

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1 trick to increase B2B email response rates

Here is one trick that will immediately increase your response rates: make your emails look like they’re coming from a detail-oriented person.

These three elements will help you pull it off:

  1. Make the email come from the same IP of the email domain (this will eliminate “sent on behalf of” disclosure that many email programs make)
  2. Suggest a specific call to action, like an appointment
  3. Embed your compliance statements in the signature and footer.

When you incorporate these three elements into your emails, people will be much more likely to respond. Here is an example of an email that got an 8% company level response rate off a list of over 1,200 people at pharmaceutical companies:

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R.E.S.T. Method for Responding to Reviews

Today I published a one sheet that I’m proud of. It covers how a business can respond to negative reviews online.

In this one sheet, I introduce an acronym, R.E.S.T. It reminds you to be relaxed, empathetic, specific and trustworthy when responding to a bad review online. Special thanks to Logan Lidster for contributing your insights about how to respond to a review and to Nicholas MacConnell for encouraging me to develop an acronym.

What I like most about this piece is that so many complicated lessons have been boiled down into a single sheet of paper that’s understandable and catchy. I guess all those years of brain training are paying off, huh Nic?

[raw]Negative Reviews: The 4 elements of a good response(function() { var scribd = document.createElement(“script”); scribd.type = “text/javascript”; scribd.async = true; scribd.src = “http://www.scribd.com/javascripts/embed_code/inject.js”; var s = document.getElementsByTagName(“script”)[0]; s.parentNode.insertBefore(scribd, s); })();[/raw]

I also created a slideshow for the R.E.S.T. method. Hosted by Slideshare.

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Mobile Marketing Association Roundtable Dinner

I’m heading out to the MMA’s Round Table dinner in San Diego right now. These are some questions that Michael Becker, the Managing Director of the MMA, North America, sent before the event for the group to answer. I’m turning it in last minute, but here is my homework:

1. Messaging can take many forms from simple SMS to push notifications and many other forms, so how should marketers prioritize their efforts and build effective mobile engagement strategies?

Start with mobile search. For most marketers, it’s the least expensive and most data-rich place to get your feet wet. I would recommend making a list of questions that customers are typing into Google about your product. Then, choose the top 3 that they are likely searching for on mobile. Build mobile ad words campaigns around that. You’ll get a ton of data that you can use to learn more about your mobile customer, and it doesn’t have to be expensive.

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A product is a friend

A brand is essentially the personality of a product. If your product were human, what would its personality be like?

From early carvings of primitive gods to modern day films, like “Toy Story,” mankind has been relating to products as if they were people–as if they had personalities. (This is called anthropomorphism.) When you define the personality of your product, you are tapping into a central theme of human nature.

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Who is advertising for?

An ad that won a Gold Lion

Camp Nectar Juice’s ad won a gold lion in 2012.

If you just typed this question into Google, you’re probably asking one of two things:

  1. What type of business needs advertising?
  2. What types of customers is a business trying to reach with its ads?

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What is advertising?

At its best, advertising is story telling that sells a product or service. The story could be told through any number of channels, including online, tv, radio, outdoor, print, etc.

I use the term ‘story’ loosely. It doesn’t have to be a novel. The story could be told in one or two pictures. American Apparel is able to communicate quite a bit using only pictures.

American Apparel Ad: bare breasted woman in polka dotted pants

The hero of the story should be the product or service that’s being sold. Notice how the polka dotted pants make the woman appear irresistibly sexy. Nice work, hero.

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Dr. Good’s Bad Review

I’m having a blast with our new campaign, Doctor Good’s Bad Review. The campaign is generating awareness among medical professionals that their online ratings could be attacked at any time. The solution is to stop attacks early with Review Report Card.

CREDITS

Creative / Art Direction: David Engel
Illustration: Mark Leggett
Copy: David Engel, Logan Lidster
Narration: David Engel
Video Production: Logan Lidster
Audio Production: Jerome Peck
Client / Agency: Expert Reputation


24 second pre-roll commercial:

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Questions to help you write a bio

Answering these questions will help you write a benefit-focused, professional bio:

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5 Question Wealth Building Exercise

This article gives you five wealth building questions to steer your daily activity.

According to Roger Hamilton, author of Wealth Dynamics and the Chairman of the XL results foundation, there are five basic components of Wealth:1

  1. Reputation
  2. Powerful network
  3. Knowledge base
  4. Resource base
  5. Track record

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