We LIFTers are good at a lot of things: setting big goals and reaching them, driving sales and conversions and understanding customer needs from the ground up. But the thing we’re most proud of is the ability to drive customer growth. And the secret behind our success is our 8 Rules for Results.
The 8 Rules are an analytical tool that helps us make sure every creative asset is performing as effectively as possible for its intended audience and goal. To give you a bit of an idea about what we mean, here are 3 of those rules.
1. LOOK AT ME
DOES THE CREATIVE CUT THROUGH THE CLUTTER AND DEMAND ATTENTION?
What it means: Because we’re so inundated with content 24/7, brands need to work extra hard to be seen. To us, it’s not about being needlessly shocking or flamboyant, it’s about making things that are direct, simple and eye-catching.
How we’ve used it: No matter how you pronounce it, GIFs are our favorite way to make people stop and pay attention. Even a small, twinkling cinemagraph can make a big difference, like these ones we made for CREDO Mobile.
We’ve also made an impact with graphics that literally draw a path to the product in our Ipsy emails. As you can see, our art direction isn’t just whimsical, it also helps lead the customer’s eyes toward the ultimate CTA.
2. WHAT’S IN IT FOR ME?
DOES IT INSTANTLY ENGAGE THE READER WITH A PROMINENT “HOOK”?
What it means: Like Peter Pan traipsing around the wilds of Neverland, our approach is all about finding that hook! We want to create engagement by stating exactly why the customer should care about the content they’re seeing.
How we’ve used it: Figuring out exactly what a consumer wants most is always an interesting puzzle to solve. In these Black Friday emails for Frontpoint, our home security client, we put the offer front and center so the “what’s in it for me” is answered right away.
We also used this rule with Bluprint, a craft subscription service. During the process of transferring legacy customers to the new website, we sent out a series of informational emails that drove to a landing page that held their hand through every part of this transition. By catering to their needs and showing them their benefits right away, we ended up with 94% of legacy users interacting with our new site and drove 12k new subscriptions in the process.
3. HONOR THE CTA
IS THE DESIRED ACTION CLEAR, EYE-CATCHING AND INTUITIVE?
What it means: There’s no time to be coy in direct response advertising. If we’re trying to convey clear benefits, we have to be straightforward. Honoring the CTA means giving people a strong idea about what they’ll get by clicking. Learn More by reading the subhead below (see what we did there?)
How we’ve used it: We honored the CTA in these mobile ads for Frndly TV by making it really easy to opt into a free trial. By making our calls to action big and clear across a range of tactics, our audience responded with 42K trial activations (and counting).
We also used strong, actionable language for our Metromile direct mail. Prompting customers to get an instant quote promised a more tangible benefit than “learn more” would have. Language like that gives readers clear marching orders that tell them exactly what we want them to do next.
These are just a few of the rules that help drive our creative approach, and we hope they help demonstrate the kind of care and thought we put into every project. To get a complete 8 Rules Performance Audit on your brand’s creative, contact Jason@wearelift.com. We look forward to meeting with you!