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DM Tips #19 - Finding Hidden Benefits, more! November, 2002 Published as a resource for your direct marketing work. Depend on FCC for imaginative, results-producing creative work, including direct mail - web - e-mail - ads - more! http://www.fried-cas.com --ininfo@fried-cas.com

IN THIS ISSUE: --Finding Hidden Benefits - Cooper Hospital helped by Fried-Cassorla letter - PDMA sponsors Charity Auction & Party Dec. 5 --Photos - Scenic Jim Thorpe, Pennsylvania

--Poem - Dignified Passenger --Humor - Fling the Cow and Bonus Humor... Hidden Strength

Dear Friend, ____Sure, finding hidden benefits is part of what we do as marketers. But its also what we need to do as people to stay happy. So check out those gorgeous leaves on your drive to work. No, not the ones you're skidding on!... I hope you're having a fantastic Fall!

Copywriting: Finding hidden benefits -- your creative inside track by Albert Fried-Cassorla

Sometimes it's not enough to just state the obvious! The talented DM copywriter or designer weighs the strengths of features, sifts through top benefits and searches hard for hidden angles to further entice the customer. This extra insight separates the "winners from the wieners." And as any successful direct marketer worth his/her ROI will tell you -- benefits sell. In his book, Successful Direct Marketing Methods, Bob Stone succinctly states: "People buy benefits not features." Imagine two salesmen trying to sell a washing machine. The first salesman touts the mechanical tub's "vertical agitator and state-of-the-art electronic programming". The other salesman simply says, "cleans at the push of a button." Who are you going to buy from? Among the many questions to ask yourself when preparing a direct mail campaign is "What is the ONE most important benefit to my audience?" May we be so bold as to rephrase this question to include, "What are the hidden benefits to my audience?" Some of the best benefits may not immediately leap to mind. This is where your creative staff has to take a minute to stop and smell the roses (hidden benefit?) and to look beyond the obvious to find what we so mysteriously refer to as "the hidden benefits". The following are examples of products, their obvious benefits and some hidden benefits: Product: HartGuard dog worm preventer Obvious benefit: Ease of use. Dog will live longer, healthier, more active life. Hidden benefit: Spare yourself the heartbreak of a sick dog. A healthy dog contributes to the overall vitality of family life and insures the health of your family as well.(corollary) Also limits Vet expenses. Product: Sneaker / running shoe Obvious: comfort, helps you run faster, stylish Hidden: Ergonomic design could contribute to overall posture/orthopedic health; Fashionable athletic and informal social wear; Status symbol; Runners can spot another runner by footwear - conversation starter. Service example: Liability Insurance for Lawyers Obvious benefit: Save money - Avoid losing $ in court Hidden benefits: Preserve your reputation; Peace of mind (a high perceived value) Dot-com example: CDNOW Obvious: Good music for less money; Speedy delivery; Time Saver Less obvious: Gift lists to avoid missing friends' birthdays; News of new music you like, based on your preferences; Easy return policy; Sample the goods -- hear music excerpts before you buy; Find out about other genres of music similar to your present tastes To help determine hidden benefits, just keep in mind that human drives are many -- but they subdivide into a few convenient categories. These include: Desire for success Greed Desire for esteem of others Desire for self-esteem, including improving appearance Anger Love, romance and sex Safety and health Think of your creative challenge as a chance to explore your wealthy grand aunt's curio cabinet. You may find a beautiful bauble or two worth appraising! Any hidden benefit you find might even be upgraded to a USP (Unique Selling Proposition), ultimately increasing the success of your marketing work. ____________________________ Albert Fried-Cassorla is a direct response copywriter and president of Fried-Cassorla Communications, Inc. He may be reached at albert@fried-cas.com or 215-635-5189. * * * Find out how Fried-Cassorla Communications has used direct mail, e-mail and other media to achieve spectacular results! Visit www.fried-cas.com -- read our Success Stories on our work for Merck & Company, UNISYS, GMAC, CIGNA, Scott Paper Company and others! Then contact us at info@fried-cas.com to see how we can help you with your challenges!

Add muscle to your direct response creative work! Let us help boost your response with powerful copywriting and design! Contact Fried-Cassorla Communications, Inc. now at 215-635-5189 (USA) or info@fried-cas.com

Cooper Hospital succeeds with Fried-Cassorla Patient Recruitment Letter A direct mail recruitment letter written by Albert Fried-Cassorla has enabled Cooper Medical center recruit patients into a new blood pressure medication clinical trial. The program is designed to recruit patients for a clinical trial that tests the relative advantages of two blood pressure control medications,

Telmisartan and Ramipril, as well as other medication combinations. The letters are mailed out by Cooper's staff in small batches to highly qualified patients from former programs who meet the new program's guidelines. Physicians are also contacted in advance, to be sure that their patients' participation is appropriate. According to Patricia NiBlack, who heads up recruitment for the program, "The letter has definitely made our job easier! I review charts and mail them out." NiBlack continues, "We've had sign-ups, and we're definitely pleased." The letter may be viewed at: http://www.fried-cas.com/Success. Then go to the Cooper Medical story. * * * Fried-Cassorla Communications, Inc. is a full service advertising agency specializing in direct marketing, electronic marketing, e-mail, and web design. Since 1988, the company has generated over $220 million in sales for such prestigious clients as Merck & Co., UNISYS, GMAC, CIGNA, and firms of every size. 02:8 __________________________# # #

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Poem: Dignified Passenger - That elderly gent sitting next to you on the subway may be enjoying the ride, the scenery, and the passengers, or...

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Photos A Trip to Jim Thorpe, Pennsylvania Take a train ride through the foliage around this beautiful Victorian town, see the architecture, get directions and more. Just click HERE.

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Philadelphia Direct Marketing Association sponsors a Charity Auction to benefit Ronald McDonald House on Dec. 5th Each year, Philadelphia Direct Marketing Association holds a benefit auction and dinner to raise funds for Ronald McDonald House, associated with Children's Hospital of Philadelphia. The House helps children who are ill, as well as assisting their famailies. The event takes place at the William Penn Inn in Gwynedd, PA. To learn more, to donate an item to be auctioned, or to attend, go to: http://www.the-pdma.org/dinners/index.cfm?DINNERID=128.

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Thinking about an e-newsletter like this? Bet you're wondering how they perform. We have the experience. So who ya gonna call? We've helped many companies successfully reach B2B and consumer markets with our power-packed direct mail. We base the appeal of our communications on delivering value, not hype. That means results for you. See the Success Stories on our web site, or even better... give us a call! 215-635-5189 (USA) or info@fried-cas.com

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Humor 1 - Fling the Cow Feel like testing you skill as a cow tosser? Hey, how far can you heave that heifer? Just click HERE to find out!... And this month only, you get an extra Bonus... Humor 2 - Inner Strength (be sure to scroll)

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To be removed from our mailing list, just write back and ask us to do so. On the other hand, why not pass around the helpful info? We welcome new subscribers! Fried-Cassorla Communications, Inc. "Imaginative Direct Marketing and Advertising" e-mail: albert@fried-cas.com Discover resources for marketers at www.fried-cas.com ---phone: 215-635-5189 fax: 215-635-0461 © Copyright 2002 by Fried-Cassorla Communications, Inc. All rights reserved.